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Dockers Europe, the clothing company owned by Levi Strauss, has

hired BlueberryFrog, the Amsterdam-based guerrilla and buzz marketing

agency, to its pan-European account.

BlueberryFrog will work on a pan-European integrated promotional

campaign that will launch next year. The agency was awarded the business

after a pitch against agencies including Young & Rubicam's Brand

Buzz.

The new campaign will aim to build the Dockers brand by using

non-traditional media, so no TV or print ads are as yet planned. The

work will capitalise on the waning distinction between work and leisure

clothing.

The guerrilla drive is a departure from Dockers' recent marketing

activities.

In the mid-90s when Dockers first launched in Europe, however, the

company offered free T-shirts to consumers willing to try on its

clothes.

"We are bringing inventive buzz marketing into its own right across

Europe," Heather Fullerton, the managing director at BlueberryFrog,

said. "Big brands are turning to us because we offer new and

cost-effective ways of reaching consumers in stores, in communities, in

major cities."

BlueberryFrog started in 2000 as a pan-European guerrilla and viral

marketing agency deliving cross-border and international inventive buzz

marketing for clients.