Calpak is evolving its marketing approach by featuring people of all ages in its campaigns, moving away from a sole focus on millennials and Gen Z. With a majority of its consumer base aged 25 to 35, the brand recognizes the need to appeal to different generations as its customers seek products not just for themselves but for family and friends. The launch of its new ad campaign, showcasing a fashionable couple in their 70s, aims to broaden the brand's reach and enhance its presence across various platforms, including a new brick-and-mortar store.
"Our core demo is 25 to 35 - but how do you speak to a 25 to 35 year old? It's not just about speaking to them about what they want and what's just for them."
"It's important for Calpak to reflect the product needs of our customers, who are looking to buy for every generation around them."
"Calpak's new campaign illustrates how people of all ages can use our products, showcasing the versatility of luggage for all generations."
#marketing-strategy #consumer-demographics #fashion-influencers #brand-awareness #direct-to-consumer
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