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Wearing American Eagle denim, the 84-year-old way of life and cooking icon is launching a brand new content material sequence for the retailer known as “Martha Wraps the Gifts in AE.”
In Adweek, American Eagle advertising and marketing chief Craig Brommers stated the partnership with Stewart lets the model increase past its core Gen Z viewers to older consumers who typically purchase for them. While Stewart has multigenerational enchantment, he stated, consciousness of her model and picture has grown amongst Gen Z lately.
Thanks to her rising presence on social media and her current Netflix documentary, Brommers stated Stewart is “at a peak of popularity across many generations.” “When people think of an iconic holiday host, they think of Martha Stewart,” he stated. “This is an unexpected partnership, but it’s the right one.”
With the crucial vacation procuring interval starting throughout Thanksgiving week, American Eagle wished to shock customers with its newest advertising and marketing chapter, Brommers stated.
“We know the world is watching American Eagle campaigns right now,” he stated, hinting on the model’s current high-profile collaborations with Sydney Sweeney and Travis Kelce. “It’s important for us to have a plot twist to our story. But those twists have to fit a strategic intention,” he added. “Our intention is to make sure American Eagle jeans are top of mind when people shift into gift-buying mode.”
The marketing campaign will run primarily throughout social media, digital platforms and tv. “We wanted the media mix to reflect the goal of the campaign, which is to connect people,” Brommers stated.
The Stewart partnership additionally helps American Eagle’s broader technique of leaning on nostalgia by acquainted figures, Brommers stated, pointing to previous vacation merchandise and content material that includes characters just like the Grinch and Snoopy.
After the vacations, the model plans to maintain “making big moves in big moments,” Brommers stated. “We have permission not only to participate in culture, but to define culture. All of this needs to align with our brand platform: we want people to understand that American Eagle makes great jeans, for everyone.”
The transfer comes after American Eagle’s marketing campaign with Sweeney sparked a full-blown cultural battle. Sweeney appeared in an advert constructed across the slogan “Sydney Sweeney Has Great Jeans,” saying within the spot: “Genes are passed down from parents to offspring and often determine traits like hair color, personality and even eye color. My jeans are blue.” Because the advert performed on the phrase “great genes,” many liberal and far-left critics attacked it as praising “white supremacy,” with some saying it echoed Nazi race rhetoric.
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