Fender Riffs on Brand Strategy for 360 Campaign on the American Vintage II

The instrument brand is relying on its history for its latest ad

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Guitar brand Fender is relying on its rich brand history to reach younger consumers amid a rise in people picking up the guitar during the Covid-19 pandemic.

A study by YouGov last year revealed that 7% of the U.S. population ages 13-64—about 16 million people—started learning to play the guitar between May 2019 and June 2021; 62% of that group cited Covid-19 and the ensuing lockdowns as the reason for picking up the instrument.

“There’s a big opportunity to introduce or reintroduce some of these models to a whole new generation who may never have experienced them before,” Fender chief marketing officer Evan Jones told Adweek.



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