STANFIELD'S GOES AFTER YOUNGER CROWD
By Adnews Staff
Stanfield's wants more younger customers. With this in mind, the underwear maker from Truro, Nova Scotia has hired a new ad agency to do a TV and print campaign for the spring. This will be the first time in 10 years that Stanfield's has used TV. The company is "better known for big-ass underwear than we are for fashion briefs," vice-president Aubrey Hughes told Adnews yesterday, referring to an award-winning billboard that shows a polar bear in red flannel. The new campaign will focus on products geared to younger men and women, putting Stanfield's in competition with Calvin Klein. Holmes Donin Alloul of Toronto was hired last November to do the campaign as a project, after going to the client with a pitch for the new approach. Campbell, Michener & Lee of Toronto is still Stanfield's agency. Although Stanfield's rejected a proposal for a spring campaign from Campbell, Michener & Lee, the agency is now preparing a fall campaign. Partner Raymond Lee brought the account with him when he joined the agency late in 1991. Stanfield's had been Lee's main account for years when he ran his own agency.