Few brands have had the impact on American’s men’s fashion that Haggar has. Unfortunately that impact was felt decades ago and recently Haggar was viewed as a second-tier, tired brand. The challenge was to re-ignite relevance with Boomer men and be the one clothing brand that speaks to this ignored target. The solution was positioning Haggar as the provider of clothing that’s made right and can stand the test of time. Clothing as tools for men rather than temporary fashion. The philosophy, “Making Things Right” re-engages today’s stand-up man and proves Haggar is the brand that makes things right.

The campaign launched with (4) 2:00 instructional web films starring “Pete and Red”, suburban dads on a mission to “make things right” in society, while showcasing Haggar’s quality men’s apparel – that’s made right. The first web film appeared on the homepage of YouTube on November 1st, and all the films were seeded on viral sites soon thereafter. To jump start the web campaign,:30 versions of the films debuted during NFL games on November 5th in addition to a significant two-week schedule on cable. Other initiatives included re-launching haggar.com, National Print, OOH, and a month-long sponsorship with Fox Sports.