The adverts, beneath the continuing “At all times With You” tagline, are meant to offer an antidote to the class norm, which tends towards aspirational positioning and polished photos, Fredericks stated. Along with the spots, there can be out-of-home adverts in New York, Los Angeles, Miami, Denver and different main markets.
In-house consultants
Occasion Land, which gained the enterprise in 2023, dug deep into its TikTok information and tapped its younger staffers for inspiration and private experiences. That proved invaluable because the company goals to “create resonance on a platform the place development cycles transfer at lightning pace.”
The marketing campaign’s idea, which was included within the company’s pitch for the account, “instantly stood out to us as a result of its genuine Gen Z attraction,” in line with Alexandra Reveles, vice chairman of world model for 57-year-old JanSport. “The thought just isn’t solely hilarious but additionally a real reflection of each JanSport and our shopper base.”
In a class “flooded with choices,” the marketing campaign’s objective is to “seize consideration in a world the place our shoppers are continuously scrolling and tapping on their gadgets,” Reveles stated. “We purpose to offer a second of laughter whereas retaining JanSport prime of thoughts for his or her subsequent buy.”
The model has experimented with comedy up to now by way of a 2021 marketing campaign from R/GA referred to as “Disorientation,” following a psychological health-focused effort in 2020 referred to as #LightenTheLoad with assists from company Haymaker and producer Ruby Pseudo.
