Old Navy launches 'SuperModelquins' campaign

SAN FRANCISCO Old Navy announced a new marketing and advertising campaign featuring the “SuperModelquins” - a diverse family of 12 custom-made mannequins with gossip column-worthy personalities.

The multi-faceted campaign, which captures the brand's unique energy, kicks-off with a TV spot that will air on Feb. 26, followed by creative circulars, online advertising, in-store promotions, direct mail and a microsite.

“We know our customers are looking for unbeatable value, particularly in today’s economic environment,” said president Tom Wyatt. “We want to grab our customers’ attention in exciting ways while sending a strong message that Old Navy is serious about offering phenomenal product at great prices.”

Developed in partnership with Crispin, Porter + Bogusky, the award-winning agency known for its edgy and innovative campaigns for companies such as Burger King and Coca-Cola, the campaign’s creative platform is the foundation for a fully-integrated marketing campaign intended for Old Navy’s target customer – a young mom on a budget shopping for herself and her family. The first TV ads will promote exciting new deals and core product categories such as denim – all presented in the unique Old Navy way.

Beginning Thursday, Feb. 26, the 12 new SuperModelquins will appear in 200 Old Navy stores, and will be rolled out to all stores over the next few weeks. In addition, many other marketing elements will reach customers throughout their shopping experience. For instance, a newly-designed circular that spoofs celebrity fashion magazines will bring the campaign to life. In addition, humorous vignettes of the SuperModelquins interacting with each other will be posted on a new microsite, oldnavyweekly.com.