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,"
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
SOURCE Old Navy
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