Julius Marlow guides the modern masculine in an integrated campaign via Moon Communications
In an effort to again give the brand an active role in the lives of the modern Aussie man, Pacific Brands has worked with Moon Communications Group, part of STW, to develop a new tone of voice for Julius Marlow. Based around a brand strategy of ‘Guiding the Modern Masculine’, the revitalised Julius Marlow provides advice and inspiration to help gentlemen navigate the sartorial pitfalls that come with today’s increasingly complex approach to dressing.
A shoe brand traditionally known for basic black work shoes, today’s range takes the Australian bloke from formal events and working week to Sunday sessions, from dress-to-impress to smart casual.
To reflect this product range, Moon’s campaign ‘The man that makes the shoe that makes the man’ takes a fun, chivalrous, and intelligent approach to modern style and the role good shoes play via video content, digital, instore, events and social.
Says Chris Laws, Moon’s general manager: “Julius Marlow is a well-known brand that has succeeded to this day without any story to call its own. With this new brand positioning we can introduce it to a broader audience and become an active participant in Australian men’s fashion.
“The campaign begins the journey for shifting the way both consumers and store buyers see the brand, driving demand among customers looking for on-trend looks at a reasonable pricepoint.”
Tracey Lang, group marketing manager of Footwear and Sport at Pacific Brands said they were excited to move the Julius Marlow brand into a new more relevant space.
Says Lang: “Moon’s approach took us from long-term strategy to immediate campaign solutions. Together we have built an exciting proposition for the Australian male; one our range genuinely lives up to, but importantly provides focus for growth in the future. It is influencing our whole communications mix from trade to consumer, and will help in driving our business forward in a challenging retail market.”
The campaign is now in market and has launched online with a brand movie and a range of style tips which can be viewed here.
Art Direction (Moon): Ant Donovan and Ben Gay
Photography: Christian Blanchard
PR: One Green Bean
Social media: Switch Digital
10 Comments
He obviously likes Dos Equis quite a bit too.
OMG! So that’s the Brief….now where’s the insightful execution?
What a waste of time and $$$.
Cannot understand why or how anyone would want to ‘pass this on’.
If he’s that well off, he should be able to afford a decent writer.
Sloppy V/O choice. It sounds like the oral B guy.
I think you accidentally linked the planner’s hype video instead of the actual brand film.
I’m confused, am I suposed to buy shoes or sip on a martini?
This walks (pun intended) a not-so-fine line. I presume it’s supposed to be self-deprecating. But he just comes across as a massive tosser. And so in turn does someone who wears Julius Marlow. But I don’t underestimate the challenge of positioning a unfashionably dated brand (I worked on it 35 years ago) in today’s market.
No. This is bad.
OK I was set to take the piss out of this because that what we dickheads do to pass the time of day. But I was surprised by this. Not bad. Let me be constructive rather than destructive, the V/O talent isn’t good…to Pete Smith and not cool, should of had a raspy tone to his voice…ie seasoned professional. I think if you’d had that this would be a good spot. Carry on.
Is this supposed to be funny?
Some people aren’t good at comedy. Hire someone from Clems Melbourne to ghost-write your scripts on weekends… this doesn’t get there at all.