BLUNDSTONE REFRESHES BRAND
One hundred and forty years old this year Blundstone is
celebrating reaching this milestone with a new marketing and
communications plan to refresh and update the brand.
Partnership in Melbourne has been appointed as the advertising agency in
charge of developing a campaign to reinvigorate Blundstone's brand
Group Marketing & Sales Executive for Blundstone,
Anthea Pritchard said, "Blundstone is an iconic brand, with a high level
of awareness and usage in the market. Our opportunity is to reinvent
the brand for a new generation."
"The AJF Partnership have
impressed us not just with their level of creativity, but also with
their strategic approach which really builds on Blundstone's existing
brand values and Tasmanian heritage," said Ms Pritchard.
Blundstone which is fully Tasmanian owned and run, produces 200,000
pairs of gumboots every year in Tasmania and more than a million pairs
of leather boots with overseas suppliers. Sold in over 25 countries
worldwide, Blundstone's are worn by men, women and children for both
work and leisure.
The brand refresh includes dialling up the
Tasmanian origins of the parent brand and the impact that has made on
the brand's unique quality, durability and classic style.
Coinciding with a revamped product development process, the new brand
campaign will be developed over the coming months due for release later
Design Y, led by Nick Bungey have just completed a
revamp of the brand's logo and packaging and Autumn01 have been
appointed as the digital agency.