Christian Siriano Designed a Look for SweeTARTS' Be Both Campaign
Laura McQuarrie — August 26, 2019 — Marketing
References: sweetartscandy & prnewswire
As part of its Be Both campaign, which was launched earlier this year to target Gen Z consumers, SweeTARTS collaborated with designer Christian Siriano on a two-in-one outfit that embodies the spirit of the campaign and helps people celebrate their multi-dimensional selves. With Be Both, SweeTARTS is all about empowering people to be "more than one thing" and Siriano's SweeTARTS-inspired couture design incorporates elements that are soft and structured, fringed and dynamic. Specifically, the SweeTARTS Original and Mini Chewy products served as inspiration for the creative two-in-one look.
With its Be Both campaign, SweeTARTS draws parallels between Gen Z and itself, noting: "Our brand embraces surprising mash-ups, and embodies the idea of duality, just like Gen Z" and encourages them to reject confining themselves to a one-dimensional version of themselves.
With its Be Both campaign, SweeTARTS draws parallels between Gen Z and itself, noting: "Our brand embraces surprising mash-ups, and embodies the idea of duality, just like Gen Z" and encourages them to reject confining themselves to a one-dimensional version of themselves.
Trend Themes
1. Two-in-one Fashion - There is a disruptive innovation opportunity in the fashion industry to develop more creative, versatile and functional outfits.
2. Branded Collaborations - There is an opportunity for disruptive innovation in collaborations between fashion brands and other industries to create unique and authentic branded fashion products.
3. Multi-dimensional Branding - There is an opportunity for disruptive innovation in branding strategies to promote a multi-dimensional identity to target Gen Z consumers who value individuality and diversity.
Industry Implications
1. Fashion - The fashion industry could benefit from disruptive innovation opportunities by creating more versatile and functional outfits.
2. Food and Beverage - The food and beverage industry could benefit from disruptive innovation opportunities by collaborating with the fashion industry to create authentic and unique branded fashion products.
3. Marketing and Advertising - The marketing and advertising industry could benefit from disruptive innovation opportunities by promoting a multi-dimensional branding strategy to target Gen Z consumers.
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