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Old Navy today launched an integrated campaign promoting a cross-section of spring apparel using store mannequins dubbed “SuperModelquins.”
The effort, via Crispin, Porter + Bogusky in Miami, breaks with TV spots during network prime time focusing on core categories such as denim. Ads emphasize a value message for budget-conscious consumers.
The TV spots will be followed by circulars, in-store promotions, direct mail, online ads and a microsite. A dozen distinct, custom-made mannequins will begin appearing in-store at 200 Old Navy locations.
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