Old Navy unveils Funnovations Inc. - A magical tour of where the brand's fun and quirky ideas are born and tested

New Marketing Platform Brings Better Focus to Old Navy's Brand Tenets of Fun, Fashion, Value, and Family

TORONTO, Nov. 2, 2011 /CNW/ - Today, Old Navy announced it will unveil a new marketing platform called Funnovations Inc. Kicking off this Thursday in both Canada and the US, the campaign invites customers to 'Come fun, Come all' and experience the secret source of all Old Navy fun -- the place where the brand's quirkiest, craziest ideas are born and tested.

"Old Navy is a brand that's famous for fun and we're looking at this new campaign as a way to bring that unique, and quirky spirit back to our marketing," said Tom Wyatt, president, Old Navy. "By giving our customers a glimpse into all the great, exciting things happening at Old Navy, our hope is that we'll create a stronger call to action for them to come and experience our amazing product at great value in an energized store environment -- especially as we enter this critical holiday shopping period." Beginning with a TV spot on November 3rd, the campaign will come to life across customer touch points including stores, television and online throughout the holiday season. The first commercial will tell the story of the Old Navy "Perfect Puff" jacket and how the teams and magical machines at Funnovations Inc. make sure the coats are made with "just the right amount of puff." Future spots will feature entertaining portrayals of Old Navy's funnovative experts making some of the brand's other signature items. As part of the initial launch, Old Navy will also release a digital 'tour' of the Old Navy lab within Funnovations Inc. via its YouTube Channel.

Funnovations Inc., developed in partnership with Crispin Porter + Bogusky, represents an evolution of the success of the Supermodelquins concept and a move away from Old Navy's recent campaign, Old Navy Records. Overall, the campaign seeks to better connect with Old Navy's target customer - a 25 to 35 year old woman looking for on-trend fashion at great prices for herself and her family - by more prominently highlighting Old Navy's product offerings alongside a more consistent value message. "With a greater focus on what our customer is interested in - fashion and value, we are hopeful this campaign combined with other targeted changes across the brand, will help us to more effectively deliver on our goal of improving sales performance," Wyatt added.

About Old Navy
Old Navy originated in 1994 and quickly became one of the world's most successful brands, offering customers great product 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.ca or follow us on Facebook and Twitter.

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 brands. Fiscal 2010 sales were $14.7 billion. Gap Inc. products are available for purchase in over 90 countries worldwide through about 3,100 company-owned stores, about 200 franchise stores, and e-commerce sites. For more information, please visit www.gapinc.com or following us on Facebook and Twitter.

Image with caption: "Old Navy unveils Funnovations Inc. - A magical tour of where the brand's fun and quirky ideas are born and tested (CNW Group/Old Navy)". Image available at: http://photos.newswire.ca/images/download/20111102_C9623_PHOTO_EN_5930.jpg


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