So long “Supermodelquins,” hello Audio Threadz. Old Navy is switching gears with its marketing, turning the focus from quirky/annoying to musical with the help once again of Crispin Porter + Bogusky.
The Gap Inc.-owned brand’s new target audience? Someone named “Jennie,” a 25-35 year-old woman looking for “on-trend fashion at great prices for herself and her family” who also happens to love music. To emphasize the latter component, CP+B and Old Navy are working with music house Honor Roll and director Joseph Kahn to produce a series of music video commercials and Old Navy-branded songs, the first of which comes from the aforementioned Audio Threadz, who whipped up something called “Super C-U-T-E” (shudder).
In a statement, Old Navy SVP of marketing Amy Curtis-McIntyre says, “Music is synonymous with fashion for Jennie. What she listens to is as important as what she wears and we are always looking for new and culturally relevant ways to engage with her. By integrating music with Old Navy’s on-trend looks, we build more energy between Jennie and the brand.”
To prove how much music plays into its new marketing campaign, Old Navy has also partnered with ubiquitous song-identifying app Shazam. With this arrangement, shoppers can tag Old Navy Records tracks and subsequently gain access to styling tips, the looks featured in the videos and deals. We’re obviously not the demo for this, but hey, why not change things up. Below, check out a teaser for the new campaign featuring those hapless mannequins. We say good riddance.