Blue Collar Branding: A Report Card

Strongbow has a thing for movies. After last year's ad spoofing Mel Gibson's film Braveheart, the cider brand is going after the upcoming sequel to Wall Street. The message? The working class are the real heroes. As the recession drags on, this appeal to the simple hard-toiling, undervalued working class has become a popular appeal for brands. Brandchannel's latest report card looks at a handful.

Brand: Levi's

Message: This summer the denim brand partnered with a dying Pennsylvania town to create its "To Work" campaign. Accompanying the ads are investments by Levi's in workshops (launched in San Francisco, coming to New York in October) where Americans can "roll up your sleeves, get your hands dirty, and get down to work." The only problem? The clothing in the Levi's "Work Wear Collection" is likely priced way beyond what blue collar workers can afford.

Score (Blueness of collar): Periwinkle

Brand: Strongbow

Message: "Hard Earned" has become the slogan of Strongbow's working class appeal, and it's beginning to stick. An especially aggressive "sod off" leaves no mistakes about who the brand is speaking to.

Score (Blueness of Collar): Cornflower

Brand: Miller

Message: Miller High Life's "Delivery Guy" spots have been running since the beginning of the global financial meltdown. Since then, the brand's ads have plugged away about common sense values at the expense of the well-heeled. Miller has grown this brand position beyond the ads themselves. During the 2010 Super Bowl, Miller donated its ad time to struggling small businesses. Now, Miller is running a promotion where High Life drinkers can donate Miller bottle caps, for which 10 cents will be donated towards "High Life Experiences" events for armed service personnel.

Score (Blueness of collar): Navy