In the past PME Legend was named Pall Mall, but— due to regulations — a big name change was needed. The brand came to Flirt to shape the transition by truly claiming its iconic cargo pilot brand platform. Thus, creating an even more memorable image.close
Flirt shaped this transition by truly claiming the iconic cargo pilot branding with a PME Legend Jeans campaign - thus creating an even more impactful image of the brand that is tailored for comfort and manufactured to last.
As part of this launch and campaign, PME Legend launched a fragrance with supporting TV commercial telling the story of a place where the spirit of true cargo pilots still existed. The story which was founded in Bolivia and circled the tales of cargo pilots on their tours of duty ensured the success of the fragrance.
However, we wanted to push exposure for the brand even further, this time using a pair of jeans to create a narrative for a TV ad. With the line “The aviator has landed” forming a strong message for the campaign, our concept and production on the project resulted in a striking branded film that also forced an increase in production of the Aviator jeans.
We ensured the idea of the true cargo pilot lifestyle penetrated all aspects of the brand’s communication in a compelling and consistent way. From the video treatment, to the music and voice over – viewers and consumers were able to get a true sense of the brand whether they were interacting with it instore, online or on TV.
Not long after the launch of our campaign, the brand sold more jeans than they had ever done before, with stocks running out everywhere. What started with a name change and fragrance, turned out to be one of the biggest success stories in Dutch jeans history.