Coach
BRIEF
To help re-establish their connection with Gen Z and younger millennials, with whom the brand had lost relevance in Australia.
BRIEF
To help re-establish their connection with Gen Z and younger millennials, with whom the brand had lost relevance in Australia.
SOLUTION
We first put together a qualitative and quantitative research project using both our and their databases to better understand current and future customers. These insights were used to shape a twelve month marketing plan calling for more diverse talent and a desire to make the Tabby the new Gen Z ‘It bag.’
EXECUTION
We tapped creative Flex Mami to star in a branded content feature amplified across both the Coach and InStyle networks. To reposition the Coach Tabby as the new It bag we brought to life a four-page spread in the March 2023 issue. Each of the four colourways featured was shot editorially to speak to a different mood: joyful, party, classic and sophisticated.
