The Carhartt Co. isn't normally in the business of giving its products away. But that's what the work clothes manufacturer did on June 5, when more than 500 construction workers building the Compuware headquarters tower lined up and received a free pair of Carhartt blue jeans.

"I've been buying Carhartts for 32 years," said Joe Robinson of Glaziers and Glassworkers Local 357. "It's nice to get a pair free."

Compuware and construction manager Walbridge Aldinger gave their blessing to the giveaway, which was done about coffee break time in the morning and lasted a little over an hour. At $30 a pair, Carhartt gave away about $15,000 in merchandise from a trailer especially outfitted for the giveaway parked near the front of the building.

Not everyone received pants in their size, but those with misfits could take the jeans they received into any Carhartt store and exchange them for a pair that does fit.

Walbridge-Aldinger Project Manager Dean Reader said the giveaway was a good promotion for Carhartt, and a nice perk for the building trades workers. "It affected productivity for a few minutes," he said with a laugh, "but I think it's worth it."

The jean giveaway is part of a Carhartt marketing program to reach out to its customer base and let them know about other products the clothier makes.

"What we're doing is creating an awareness of our full product line," said Mike Majsak, vice president of marketing and brand strategy for Carhartt. "They might know about our shirts and jackets and bib overalls, but they might not know about our jeans or other products. We figured instead of doing an expensive marketing campaign, we'll approach our core customers and show goodwill and appreciation by giving away our products."

To make sure everyone did get a full view of Carhartt's products, the line of workers was channeled through another trailer that had displays of the company's products. The process was a somewhat commercial, and some readers will argue that this article is, too. On the other hand, it's unheard of to undertake such a promotion that involves such a costly giveaway, and Carhartt is at the head of the class compared to other clothiers when it comes to supporting organized labor.

"I think this is a great idea," said Tyrone Jones of Painters Local 42, walking away with his pair of blue jeans. "Being a painter, I just wish they had white jeans." Hmm - sounds like some useful marketing feedback.