The new range is based on the Dockers Khaki trousers, and is coated with Docker's liquid repellent technology, which is said to "repel liquid without affecting the drape, look or feel of the fabric".
The campaign, created by Bartle Bogle Hegarty, aims to raise awareness of the new range of Dockers trousers to commuters on their way to and from work. The campaign will run across major cities in the UK, France, Italy, the Netherlands and Sweden.
In London, the drive kicks off with cross-track activity at Oxford Circus tube station for one month. This will be followed by 900 six-sheet poster sites and advertising in 400 black taxis. Some of the poster sites will be in the form of a fish tank to reinforce the liquid-repellent message and 80 of the taxi ads will be housed in liquid casing.
The poster activity will be supported by a national print campaign. A series of full-page ads will appear in the Manchester Evening News, the Glasgow Evening Times and Dublin's Evening Herald. These will be backed up by a mix of outdoor and ambient activity across the UK.
Paul Bay, Dockers director of consumer communications, said: "Dockers have developed an exciting, integrated campaign to support their revolutionary product launch -- namely the Dockers liquid repellent pant. A key city media strategy will be implemented across Europe targeting consumers in urban locations at work and play -- the office, the bar and commuter transport."
In Europe, the brand has teamed up with Metro International to secure a package of ads across newspapers in 11 cities across France, Italy, the Netherlands and Sweden. The deal includes Dockers full-page outside back covers, full page advertorials and front cover banners.
In Spain, the campaign product will be launched with a TV campaign.
Media was booked by Starcom Motive.
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