The Fun, The Savvy & The Hmmmmm
A little observation from my first week “on the job”.
THE FUN
Amazon Prime x Megan Thee Stallion is just fun, punchy advertising with a great jingle that won’t get out of my head …. It’s PRIiiiiiii-IME. Honestly I’ve never paid as much attention (as a consumer) to Prime Days.
THE SAVVY
Vera Bradley‘s rebranding is pretty. It seems targeted at the millennials heading towards those middle years. Zooey Deschanel is a crazy smart choice and matches the initial 60s mod flower power prints (they are a nice twist from classic VB) I’m curious to look this week at retail (boutiques and VB’s direct stores) to see how much the rebrand shows up at point of sale - they’re widely distributed in suburban boutiques, very hard distributions to control the brand experience.
THE HMMMM….
Crocs x Bath & Body Works Crocs Bath & Body Works; what I like is the “scratch and sniff” vibe. Takes me right back to my 80s childhood, the tween girls love a little experiential detail. I like the use of the B&BW gingham as their iconic brand hook on the crocs (which is the icon in this story). What I’m scratching my sniff at. The two brands have approached the launch quite differently from a commercial perspective (particularly on digital channels), showing that one side cares more than the other. I like when I see the mutual engagement and investment on both sides. And where do they go from here? I’d lean into the scent thing and see if it captures the tween more substantially (I mean she’s in the store with big sis, aunt and mom).
Edit from Original Post; i did an additional post with some more detail son Vera Bradley July 27th