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NEW YORK Ubiquitous isn’t always a good thing. In an effort to reinvent mainstream backpack brand JanSport as hipster-friendly, the manufacturer is partnering with ad agency Gyro to create and auction a line of one-of-a-kind Super Break backpacks.
The Philadelphia shop conceived the project with JanSport following a failed AOR courtship. Instead, the Appleton, Wis., client signed Gyro as a guerilla marketing specialist, said shop president Steven Grasse.
“They were looking for ways to rev up the brand and make it cool again,” said Grasse.
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