SAN FRANCISCO Feb. 17, 2011
Building on the momentum and success of the SuperModelquins, Old Navy Records marks an important evolution for the brand as it looks to cultivate more loyalty among Old Navy’s target customer "Jennie" – a 25 to 35 year old woman looking for on-trend fashion at great prices for herself and her family. Connecting with her through her love of music and fashion, the new campaign emphasizes more of the fun and innovative shopping experience that Jennie has come to expect from Old Navy.
Using the irreverent humor and optimism that Old Navy is known for, the campaign debuts today with "Super C-U-T-E," the first of many original songs and music videos celebrating and glamorizing Jennie in her everyday activities. From a trip to the grocery store to the dentist, Old Navy shows Jennie how to "turn up today" and take the mundane to extraordinary while wearing Old Navy styles.
Joseph Kahn Britney Spears
Developed in partnership with Crispin Porter + Bogusky, Old Navy Records is multi-faceted and fully-integrated across TV, stores, online, and mobile – all media that Old Navy customers rely on to stay connected with the music and fashion world.
About Shazam Partnership
As part of today’s news, Old Navy also announced a unique partnership with Shazam, the world’s leading mobile discovery provider, to further integrate Old Navy into Jennie’s increasingly mobile-based lifestyle.
"We know our customers love music and their smartphones," added Curtis-McIntyre. "Through Shazam, we can reach Jennie throughout her day, no matter where she is and offer multiple ways to shop and experience Old Navy."
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. To learn more, visit oldnavy.com.
About Gap Inc.
$14.7 billion www.gapinc.com
SOURCE Old Navy