Pacific Brands' Stubbies Schoolwear branding campaign - TVC

The challenge was to raise awareness among mums that Stubbies is the quality brand within the schoolwear category.

Rather than yet another back to school campaign that simply showed product after product, usually with an associated price, it was felt a brand campaign was more appropriate. Stubbies is not positioned on price, it is positioned on quality, so a brand campaign that connected with mums was felt to be the strategy it could own. However, it had to be done on a small budget.

To connect with mums we really needed to demonstrate some empathy, or insight, into what it is like being a parent of kids when they are due to go back to school.

For the full case study - visit http://www.marketingmag.com.au/case_studies/view/a-branding-not-a-back-to-sch....

Category:

News & Politics

Tags:

• tvc
• stubbies schoolwear
• marketing to mums
• pacific brands
• commercial
• branding
• kidswear

[trixxxy100]

Ha. I was like the kid pushing his socks down.