![]() 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. “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,” said Cole Bennett, founder of Lyrical Lemonade.Back-to-school season is complicated this year. ![]() “All of us at Lyrical Lemonade have been eating Pop-Tarts since we were kids, so collaborating with them on our own Lyrical Lemonade box is a feeling that I can’t even really explain, feels surreal.”Īs part of the partnership, Pop-Tarts is creating a limited-edition Lyrical Lemonade Toaster Pastry, featuring packaging designed by the Lyrical Lemonade team. The “Crazy Good” collaboration, a first for the Kellogg’s brand, will be available on Lyrical Lemonade’s website starting Saturday, Aug. 14 at 6 p.m, following limited availability at the Los Angeles pop-up the previous day. “This collaboration is yet another way we’re inspiring our audience to go beyond the expected and see what others don’t, because challenging everyday expectations is our toast and jam.” “The Lyrical Lemonade team members are the embodiment of the ingenious instigators we celebrate at Pop-Tarts because they consistently hack the mundane and create the extraordinary,” explains Sarah Reinecke, Senior Director, Brand Marketing, Pop-Tarts. Los Angeles residents can enter HERE beginning Aug. 4 for a chance to get the item of their choice customized at the pop-up on Aug. Fans who don’t score a slot can still attend the event and leave with a variety of limited-edition Pop-Tarts x Lyrical Lemonade merch.
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