The hardware store Canac hits a home run on the web with a concept of jeans intended to restore dignity to plumbers, whose buttock cracks are too often revealed to the gaze.
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The specially designed jeans, with a point that goes up towards the back, hide everything there is to hide and above all, they make people laugh far beyond the borders of Quebec.
Canac’s original post had garnered more than 9,000 likes on Facebook by Tuesday afternoon and nearly 2,000 comments. In addition, the Creapills page, followed by nearly 4 million Internet users worldwide, resumed publication, generating nearly 100,000 likes and 33,000 comments.
Drawn: Canac website
Advertisement of anti-cracking buttocks jeans specially designed for plumbers.
“For a retail business, those are big numbers. We are able to regularly get 2-3000 likes, but here we are in another league!” rejoices Canac’s marketing director, Patrick Delisle, who builds Canac’s campaigns with LG2.
The Jeans of Dignity video, which required filming with an actor, in addition to having the garment designed by a seamstress, was much more expensive than typical web posts.
“But we were charmed by the idea, continues Mr. Delisle. Many of us believed it. In the worst case, it would have been more expensive, but nice, and it would have engaged our community, some 25,000 people who would have screwed up.
viral video
But now, it has gone viral and the mainstream media are talking about it. Paul Arcand on the radio, Mario Dumont on TV, The newspaper… Will Canac have to sell dignity jeans for real? Hardware and clothing don’t mix, says Mr. Delisle.
“But there is someone who wants to do it for real who called us this morning. We want it to help, we don’t laugh at these trades. It’s no fun for them! If someone wants to take the leap into clothing at Latulippe or l’Équipeur, we would be very happy. We have no intention of making money from this!” says Canac’s marketing director.
Comments on Facebook show that all trades can envy the jeans of dignity, which Canac will produce in a few custom-made copies for a draw. Painters, carpenters and even gardeners might want to hide their little crack!
Canac has a habit of surprising with bold and humorous ads. After the benevolence of the beginnings of the pandemic, it was necessary to move on to another register, knowing that inflation would be unfavorable to the renovation market. TV campaigns focusing on ridiculous prices, featuring a dolphin or a man with a screwing head, have been noticed.
“We are in an economy where people are looking for good prices and they turn to those who do not sell expensive. This is where we are positioned. The campaign tells them not to look, it’s at Canac that there are the most ridiculous prices,” explains Mr. Delisle.
The Quebec company now operates 32 stores in the province and continues to expand, with the goal of opening one to two new sites per year. It employs nearly 5,000 people and has achieved sales of $1.4 billion.