REINVIGORATING AN ICONIC GLOBAL BRAND

Faced with inconsistent global brand positioning and image at a time of expansive global growth, Sadler leveraged internal and external resources to create the global “True” campaign. This multi-faceted launch refocused the brand on its true DNA and core inclusive values, deepening its relevancy for a new generation.

It also hi-jacked the most viewed show of the year - the Academy Awards - through a YouTube red carpet take-over and live tweet war room, driving unprecedented press coverage and increasing new and existing customer engagement at record levels.

BUILDING ENDURING PRODUCT FRANCHISES

Foundational to the Banana Republic brand was a legacy of consistent product franchises that made customers keep coming back for more. Beyond brand campaigns and collaborations, it was critical to breathe fresh life into old franchises (the perfect white shirt), while creating new ones relevant for a new generation (hello Sloan, hello Aiden!).