Ugg’s worldwide promo


UGG2Ugg Australia has launched its first global brand marketing campaign – This is Ugg.

The international campaign is designed to connect with consumers on emotional levels that transcend product, with the goal of further strengthening Ugg as a global, premium lifestyle brand, year round.

The campaign explores the theme that life’s biggest moments are actually the small ones and uses a storytelling platform to showcase these moments.

“In launching this brand campaign, we challenged ourselves to communicate the unique physical and emotional experience that occurs when you own UGG products,” said Connie Rishwain, president of Ugg Australia.

“We are showcasing the personal moments where Ugg exists in our consumers’ lives. We know how our product enhances any experience, but this is the first time we’ve tried to capture that magic.” 

‘This is Ugg’ is a multi-media, cross-channel campaign presented primarily in black and white in personal settings that celebrate the small moments that mean the most to them.

For example, sketch artist Langley Fox, Ernest Hemingway’s great-great-granddaughter, is featured in her Los Angeles home working on an illustration project, and later spending time with her best friends, and California architect Harry Gesner, is shown with his son and grandsons who share a love of the ocean.

There are 70 Ugg Australia concept stores worldwide, including New York, Chicago, San Francisco, Los Angeles, Miami, London, Tokyo, Shanghai, Beijing, Sydney, Melbourne, Auckland and Moscow.

Most recently it opened its first Melbourne flagship store at Emporium, stocking footwear, accessories and loungewear. In addition to a Sydney concept store in the  QVB building, further expansion will see a second store opening in King St early next month.

Housed over two levels, the King St store will introduce Ugg Home Collection for the first time in Australia, which includes cushions, throws, rugs and more. A pop up store also opened last week at Melbourne’s Chadstone Shopping Centre, taking the local portfolio to five stores, including Auckland.





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