Carhartt: How Carhartt made the brand trend among business owners

Winning The Drum Awards for B2B Gold in the Copywriting category is Carhartt for a campaign called More Than A Uniform. Here is the award-winning case study.Challenge and objectiveCarhartt is a beloved brand enjoying massive awareness with consumers. Yet when it came to their specific business offering focused on uniforms, known as Carhartt Company Gear, they were relatively unknown. Compounding this lack of awareness, Carhartt offered a premium product. Yes, it was the most durable uniform available, but many decision-makers could default to cheaper solutions.We also needed to reach a different business audience with varying roles and responsibilities. The decision to purchase uniforms could be led by several different roles and departments from procurement to HR, business owners and presidents to even safety directors, financial officers and more. With a wide potential of industries that could utilize Carhartt uniforms, we needed to narrow our focus to where we felt we could have the most impact. We also needed to learn what decision-makers cared most about when it came to a uniform program. What messaging would help us to grow awareness of Carhartt's uniform offerings and resonate with decision-makers so they wouldn't opt for cheaper options.Read more here