Case Study:

Wrangler x Lime Cordiale Capsule Collection Launch

Riding off their euphoric wave of an 8 time Aria nomination and total music chart domination with the album release, “14 Steps To A Better You”, Lime Cordiale’s partnership with heritage denim brand, Wrangler, was set the be the hottest summer release. Lime Cordiale’s design collaboration with Wrangler brought a curation of these perennial sunshine kids distinct brand of cruisey surf-rock in the form of a small, but sweet capsule, featuring artwork from their Aria chart-topping album.

The collection boasted a range of Men’s & Women’s tees that feature Louis’ hand drawn, lino printed, colourful and quirky artwork which brought to life the myriad of emotions that is explored amongst each breezy melody and uplifting build. The album is distinctly reflected in their capsule collection through its laid-back nature that we know and expect from Lime Cordiale.

The capsule line featured 5 bright t-shirts which were made from hemp & recycled cotton fabric bases, a unisex party shirt and an embroidered denim jacket - all reinforcing Wrangler's commitment to developing and improving sustainable design.

The Brief

Wranglers iconic rock-and-roll, 70’s style collaborating with Lime Cordiale’s effortless free-spirit was the perfect collaboration for summer. Tropicool Agency was enlisted to put together the publicity and influencer marketing strategy surrounding the release of the limited capsule collection.

We targeted specific media outlets and platforms that aligned with both Wrangler and Lime Cordiale’s aesthetic, target audience and market. This resulted in a positive response with a range of coverage announcing their release across high-tier media outlets.

Tropicool also chose unique influencers to gift the collection to that showed a genuine interest in the music scene, fashion and both brands sharing how they style the clothing across their social platforms.

The artistic collaboration kicked off a summer of good vibes and new music in a celebration of freedom of style!

Objectives

Wrangler x Lime Cordiale Campaign 

➜ Increase awareness and engagement with the Wrangler x Lime Cordiale Capsule Collection
➜ Drive traffic towards points of sale (e.g. Wrangler, Lime Cordiale and Universal Store websites)
➜ Secure 4 x media placements in relevant publications  
➜ Hit 1 million total press reach
➜ Get 2 x macro influencers to generate content for the campaign
➜ Get 3 x micro influencers to generate content for the campaign 
➜ Influencers gifted to share minimum 1 post + 3 part story series
➜ Push digital/social competition via our network

Campaign Results

➜ Total of 6 press articles released
➜ Full page coverage from The Daily Telegraph print
➜ Press coverage from Man of Many, GQ, Life without Andy (article + newsletter) and
Urban List
➜ Combined social reach of 526,000 people
➜ Total combined readership: 6.3 million
➜ Ad value of $28,850
➜ Posts + Instagram stories from macro influencers Emily Gurr and Sarah Lamkin
➜ Total of 7 posts | 12 stories
➜ Capsule collection sold out within a month