February 26, 2009
SAN FRANCISCO, FEBRUARY 26,2009 – Old Navy today announced a new marketing and advertising campaign featuring the “SuperModelquins” - a diverse family of 12 custom-made mannequins with gossip column-worthy personalities.
The irreverent campaign emphasizes Old Navy’s trademark sense of fun, fashion and value, and was designed to capture the attention of hundreds of millions of people in a way that’s befitting to the personality of the brand. The multi-faceted campaign, which captures the brand's unique energy, kicks-off with a TV spot that will air on February 26, followed by creative circulars, online advertising, in-store promotions, direct mail and a microsite.
“We know our customers are looking for unbeatable value, particularly in today’s economic environment,” said President Tom Wyatt. “We want to grab our customers’ attention in exciting ways while sending a strong message that Old Navy is serious about offering phenomenal product at great prices.”
The campaign aims to turn Old Navy’s “SuperModelquins” into instant celebrities. Although they each have their own unique personality and style, complete with background stories akin to the gossip magazines in the supermarket check-out line, they are united by a mission to chat up Old Navy’s fashion-at-a-value brand promise to customers.
Developed in partnership with Crispin, Porter + Bogusky, the award-winning agency known for its edgy and innovative campaigns for companies such as Burger King and Coca-Cola, the campaign’s creative platform is the foundation for a fully-integrated marketing campaign intended for Old Navy’s target customer – a young mom on a budget shopping for herself and her family. The first TV ads will promote exciting new deals and core product categories such as denim – all presented in the unique Old Navy way.
Beginning Thursday, February 26, the 12 new SuperModelquins will appear in 200 Old Navy stores, and will be rolled out to all stores over the next few weeks. In addition, many other marketing elements will reach customers throughout their shopping experience. For instance, a newly-designed circular that spoofs celebrity fashion magazines will bring the campaign to life. In addition, humorous vignettes of the SuperModelquins interacting with each other will be posted on a new microsite, oldnavyweekly.com.
About Old Navy
Old Navy originated in 1994 and quickly became one of the world’s most successful brands, offering customers the latest fashion at great prices. Today, the brand continues to offer on-trend apparel and irresistible basics for adults and children at a surprising value. And, best of all, Old Navy brings it all to customers in a fun, energizing shopping environment.
About Gap Inc.
Gap Inc. is a leading global specialty retailer offering clothing, accessories and personal care products for men, women, children and babies under the Gap, Banana Republic, Old Navy, Piperlime and Athleta brand names. Fiscal 2008 sales were $14.5 billion. Gap Inc. operates more than 3,100 stores in the United States, the United Kingdom, Canada, France, Japan and Ireland. In addition, Gap Inc. is expanding its international presence with franchise agreements in Asia, Europe, Latin America and the Middle East. For more information, please visit gapinc.com.