Iconic Australian workwear brand KingGee, part of the Workwear Group, has a new positioning via full-service agency DPR&Co. The relaunch highlights the rise in status of tradespeople in Australia.
‘You wear the crown’ not only speaks to the fact that tradies have earned a much more respected position on the Australian professional landscape, it also reminds people that every KingGee logo, on every piece of workwear, has a crown on it.
Full-service agency DPR&Co has led the strategic and creative development of the brand repositioning off the back of considerable research, examination of customer value propositions and the agency’s proprietary New Truth process.
Says Richard Ralphsmith, co-founder and ECD, DPR&Co: “Over the past 20 years or so, tradies have risen greatly in society’s esteem and they’ve done it on their own terms.
“Today, being a tradie is a badge of honour. In celebrating this, KingGee is taking a powerful leadership stance. They’re in a unique position to do this, having supported tradies through good times and bad since 1926.”
Says Jayne Willmott, head of marketing, Workwear Group: “You wear the Crown is a statement that squarely shows that our customers reign supreme on the worksite and beyond.
“After a strong period of calling on the quality and leadership of our product, this positioning looks to the qualities of those who love and support our business. It aims to reflect a sense of loyalty and pride within the trades and connects our brand to their achievements.”
The new KingGee campaign launches across Australia today.
Creative agency – DPR&Co
Director – Jake Robb
Client team –
Workwear Group
Jayne Willmott
Jason Hazle
Kathryn Dawson-Lee
Production – Emble Studio
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