Focused on a higher degree of consumer engagement, Supima’s 2017 advertising campaigns showcased a series of creative collaborations with brands across the apparel, accessories and home goods markets. The recent outdoor campaign, “Bursting Into Bloom,” was developed by Brooks Brothers to promote their Supima collection.
The placement and positioning of the campaigns comes as consumer preferences and behavior are shifting. Shoppers are gravitating toward authentic brands and higher-quality products. For example, Supima’s “Everyday Reimagined” campaign, which introduced its “art not ads” philosophy, was led by Graj + Gustavsen, a consulting firm and creative agency and together with the other campaigns emphasize a shift toward product quality, highly saturated color and artistry.
Meanwhile, the Brooks Brothers Supima campaign “Bursting Into Bloom” aims to leverage out-of-home marketing by running ads across New York City commuter rails, subways, buses and outdoor properties, in addition to appearing on Outfront Media’s digital canvases. The approach is strategic and tactical with the ads placed on bus wraps and on Penn Station’s digital network as well as shuttle train wraps in Time Square, Grand Central Station and other urban panels throughout the city. The campaign features the Brooks Brothers’ Supima cotton shirts and performance polo products in highly saturated colors. Brooks Brothers took the creative lead for the campaign.
Jodi Senese, Outfront Media’s Executive Vice President and Chief Marketing Officer, said that “innovative brands like Brooks Brothers have been leveraging out-of-home advertising for decades to make a splash in the New York market ahead of busy shopping seasons. Outfront Media’s unparalleled presence in New York and creative canvases makes us the premiere platform for brand stories.”
Lou Amendola, the Chief Merchandising Officer of Brooks Brothers, said, “Brooks Brothers is proud to share our voice announcing our new summer collection and campaign featuring Supima cotton. This combined effort allows our company to capitalize on Outfront Media’s out-of-home market and increase our visibility and build a stronger brand awareness with consumers.”
Supima announced its “Everyday Reimagined” campaign earlier this year, which aimed to enhance consumer engagement and position Supima as a “luxury ingredient” for upscale brands and designers. Each brand selected for the campaign is e-commerce based and narrows a focus on high design standards, quality, durability, attention to detail and transparency, Supima said.
The campaign highlights Supima’s dedication to product quality. Featured brands Everlane, luxury denim brand 3×1, Stance and Casper showcase Supima cotton through a series of still-life images under the artistic direction of Scheltens & Abbenes, a photographer and artist duo based in Amsterdam, a firm recognized for its abstract style.
Ashley Graj of G+G said, “We wanted to engage the consumer, rather than sell them.” Peter Carberry of G+G added, “Our goal was to deliver an artful campaign that transcends traditional advertising while also providing context to the shared values of Supima and its partners.”
Buxton Midyette, the Vice President of Marketing and Promotion for Supima, said, “We are thrilled with the way the campaign has come to life. It captures the innovation and attention to detail that make our partner products exceptional.”
“Everyday Reimagined” will run in New York Times’ T Style Magazine through 2017.