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Same Message, New Audience
By: Dwayne W. Waite Jr.
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When it comes to attracting the new and young generation, brands and organizations have to go through cycles. The generation that was once the "young, hip and sexy" crowd no longer fills the gap. The previous group was introduced to the brand, connected with the messages and themes of the time, and as the years went on, the generation aged out.

So in order for the brand to stay relevant in the space, it needs to reintroduce itself to the new young crowd.

That is what Abercrombie & Fitch is doing. The clothing company, under the command of a new CMO, is resurrecting its "Stars on the Rise" marketing campaign in order to attract the latest teenage shoppers.

The first run of the campaign featured the likes of Aston Kutcher, Heidi Klum, and Jeremy Bloom. Now, in 2013, the new campaign will feature those stars from American Horror Story, Hunger Games, and Glee!

And dogs. Yes, the new campaign will also feature famous movie and viral video dogs. 

This is an effort for A&F to prove that they are still in touch with the young kids, and a chance to leverage the stardom of up-and-coming celebrities. It's a smart move, using a tried-and-true method to attract a new audience. Although the group no longer has its A&F Quarterly mag/lookbook, it has Twitter, Facebook, and a number of social media channels that will more likely reach more eyeballs than ever before.

It will be interesting to see what other stars the campaign will present, and how this new crop of teenage darlings will react.

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About the Author
Dwayne W. Waite Jr. is partner and principal at JDW: The Charlotte Agency, a marketing and advertising shop in Charlotte, NC. He enjoys consumer behavior, economics, and football.
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