![]() ![]() As part of a campaign meant to run earlier and longer than past initiatives, a 30-second Kohl’s spot depicts a father dropping his son off at school. Meanwhile, Kohl’s recognizes that it’s not just students embarking on a new chapter: parents used to having their kids at home may be making their own transitions right now. As Lyrical Lemonade founder Cole Bennett said in a press statement, “It’s been a while since everyone has been back together in school, and we loved the idea of collaborating with Pop-Tarts to get creative and make that first day back amazing.” Meet the Parents Case in point: the announcement of a limited-run Pop-Tarts x Lyrical Lemonade Toaster Pastry-the flavor is Lemon Creme Pie-generated more than 115,000 likes within 24 hours. The partnership gives Pop-Tarts greater access to the Gen Z demographic, as Lyrical Lemonade enjoys a wide social following. On August 13, select visitors were invited to decorate traditional back-to-school gear-from backpacks to notebooks and sneakers-with Pop-Tart-inspired art. In a collaborative first for the Kellogg brand, Pop-Tarts partnered with Lyrical Lemonade to co-host a pop-up experience in Los Angeles. Pop-Tarts also have personal expression on the brain. As Ed Plummer, Dick’s chief marketing officer, explains, “We basically give them the keys to the store to see what they can come up with from a style perspective and share that with their followers.” The campaign’s energy and optimism not only reaches young consumers where they like to hang out (TikTok), but it underlines a simple message: joy in personal expression is a constant, no matter the uncertainty of the times. This time around, the focus is on a “Lock In” TikTok challenge that underlines creativity: e.g., creators spend an evening in a Dick’s store and put together their own styles and content. The Joy of Creativity and Personal ExpressionĪs reported in Ad Age, last year Dick’s Sporting Goods found success partnering with TikTok, and the retailer is returning to the platform as they double down on back-to-school messaging for 2021. The implicit message? Now that students are back in the classroom, those go-to sweatpants that have dominated for the last 18 months of Covid and remote learning might just get kicked to the curb in favor of fun new styles-denim in particular. And with the return to in-person learning, American Eagle is leaning in to the denim category. In a 30-second spot featuring singer Addison Rae and actors Caleb McLaughlin, Jenna Ortega, Chase Stokes, and Madison Bailey, the message is clear: this fall, students can at least look forward to the joy of being in the same room with their friends at school. ![]() Jeans Forever underlines the brand’s established mission of positivity. The American Eagle campaign Future Together. Read on to learn how some brands are navigating this delicate situation in their back-to-school digital marketing. Brands find themselves in a situation awkwardly similar to what they faced in 2020: welcoming kids back to school during an uncertain year. But for kids, there isn’t necessarily a clear-cut “back to normal.” Although teens can be vaccinated, there is no vaccine ready for kids under 12, and the Delta variant is emerging as a real threat. On the one hand, the proliferation of vaccines has created a certain sense of Covid-19 being sometime we can live with. Back-to-school season is complicated this year. ![]()
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