With its new brand and communication strategy, Mustang has significantly become younger. Having received two prestigious awards in “Brand Revival of the Year” and “Brand Strategy B2C” at the 2023 German Brand Award, Mustang has been able to increase its visibility and popularity among the younger market.
Andreas Baur, Mastang CEO, said they have taken the brand in the right direction. “Our brand identity has given Mustang the freedom to move forward into the 21st century, and our communication strategy resonates with our customers because it’s honest and authentic.”
For its September campaign, the first European denim brand remains true to its identity. It spotlights authentic characters and freedom. Baur explained that freedom is part of the Mustang DNA. “We experience true freedom when we get out of our comfort zones and onto the road, where we can discover new cultures and expand our horizons.”
Mustang has collaborated with artists, musicians, and vanlifers for the new campaign to highlight freedom. Ronald Kloiber, Marketing Director for the campaign, believes people are interested in people and their stories. “Our characters aren’t classic content creators. They share authentic and personal content about their travels, content that our target audience won’t just scroll by, because it interests and inspires them.”
Kloiber shared that Uschi Obermaier, an icon of the 1968 German student movement, is one of the protagonists. “As one of the wild 68ers, she embodies the spirit of a generation that demanded freedom and change. Uschi was an inspiration for Mike Jagger, Jimi Hendrix, and many other artists.” Uschi believes true freedom is getting up in the morning and deciding what to do with the rest of the day – without compromise. “For me, freedom also means being able to change your mind at any moment.”
Frederico, who plays the drums for Lena Meyer-Landrut, and couple Melinda and David, who love traveling around the world in their van, are also part of Mustang’s campaign. It also features award-winning director and screenwriter David Helmut, and Lena Meckel, a successful actor known for German TV series such as Wrong (unzensiert) and SOKO Leipzig.
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