Building a new brand proposition

The Problem.

Men aren’t buying Ugg nor engaging with the brand.

The Challenge.

Make Ugg relevant and desirable to men.

A Cultural Approach.

From studying Ugg’s relationship with men today its clear that it faces many cultural barriers.

Barrier 1: Ugg doesn’t connect with today’s ideal masculinity.

Ugg stands for metrosexuality – an out-of-vogue male identity ideal.

Male identity today has reverted back to traditional masculinity.

Ugg’s product range doesn’t connect to any current male fashion trends.

Therefore, how can we connect with today’s masculinity in a way that is authentic to the Ugg

brand?

Barrier 2) Men hold dire misperceptions surrounding the Ugg brand and its products.

Men see Ugg to be for women

Men only associate the Original Ugg boot with Ugg (they don’t have any real awareness of the Ugg for men footwear range)

Therefore, how can we dispel these misperceptions?

Barrier 3) Ugg’s current brand story feels exhausted.

Ugg’s original brand story myth has been exhausted by the press.

To answer this brief one thought is needed that singularly aligns and disarms these

barriers.

Barrier 4) The press has seriously damaged Ugg’s credibility

The heat created from the media surrounding men wearing Uggs has made it a no-go brand.

The press has misrepresented Ugg to be tasteless and unfashionable.

To answer this brief one thought is needed that singularly aligns and disarms these

barriers.

I delved deep into Ugg’s history to unearth a greater brand story that both unlocks

these barriers and leverages Ugg’s unique assets.

Ugg’s real brand heritage is unknown beyond Australia

Although it is well known that Ugg originates from Australia, what isn’t known is that Uggs grew out of a specific Australian subculture known as Dag or Daggy culture which still lives today.

Dag is an attitude and way of life.

Dag is an attitude and way of life.

He thinks and does as he likes…

….regardless of want people think.

He will wear textures that feel nice regardless of how they look.

He will wear something he has grown attached too even if it is worn out.

His style is unconventional – not slovenly.

He is amusing just by being himself.

He doesn’t care about other people’s opinions.

He enjoys activities regardless of his appearance to others.

His music taste is one that his peers feel is dated or uncool.

This leads to the campaign thought:

Dags wear Uggs.

Why does it work?

Dag creates a new, well-defined male identity that genuinely resonates with men today in a way that is true to the Ugg brand and its product range.

This identity acts to revolt against extreme male fashion inspired by Hipster culture and eases the demands made on fashion made on men today.

It enables Ugg’s uncool men’s footwear range to not have to respect current men’s fashion trends.

It acts to meaningfully dissociate Ugg away from associations of metrosexuality and femininity

It deflates the tension surrounding Ugg for men created by the media by presenting an attitude that is completely indifferent and self-assured in relation to it.

It both activates and justifies Ugg’s unique product benefit – luxury sheepskin wool. This is because it supports the dag attitude of comfort over style.

It presents a new, unknown aspect of Ugg’s heritage to breathe new life into the brand.