Malaysia (Ad-wow.com 15 September 2005) - The revamped Edwin Denim has found its way onto the shop floor earlier this month with the creative strategy from AdWOW!. This brand new provocative campaign aims to strengthen its positioning as well as capturing a wider market across Malaysia.

Its new slogan, 'No Edwin, No Jeans, It's Me" is a reflection of the "rebellious" streak among its target audience. "Aged between 18-26 years old, these youths demand to stand out from the common crowd and are extremely stubborn in the way they rationalise", explains Creative Group Head George Heng. "The challenge of this campaign is to sell them the brand idea without force-feeding them," added Heng.

To communicate the uniqueness of the free spirited target group, AdWOW! had strategically made used of common activities of this group to execute the creative. To capture their attention, the butt concept is intended to do just that. "The naked butt execution is basically the attention grabbing mechanism, which at the same time is also reinforcing the idea that Edwin doesn't just sell jeans, but a brand that can elicit our target audience's attitude," explains George Heng.

The new slogan will be incorporated below the line with in-store visual displays, posters, paper-bags and limited postcard packs. The branding, developed by Ad-WOW!, aims to give the brand identity a more contemporary feel with its non-traditional font-type.

More stores are currently in the midst of revamping, watch out for more Edwin stores coming near you! May the creative evolution begin!