Juicy Couture Renaissance
Shubhangi Sengupta
Juicy Couture tracksuits were synonymous with early 2000s pop culture. But after a retail shift and closure of all US stores, the brand needed a comeback strategy. This campaign reignites the Juicy flame, transforming it into a lifestyle experience. My project propose a multi-layered approach, promoting their clothing line alongside a large-scale 2000s themed party – an immersive celebration of Juicy Couture's legacy and its return to the spotlight.
How can Juicy Couture clothing be relevant for young adults again, while incorporating and embracing pop culture elements?
Introducing the Juicy Couture Renaissance
Key Message
Put Your Juice On.
"Put Your Juice On" – inspired by Paris Hilton's iconic quote, this tagline captures the essence of Juicy Couture. It's a call to action, urging the audience to embrace their sassy side and ooze confidence, just like they did in the carefree days of the early 2000s. This campaign goes beyond nostalgia, it empowers a new generation to own their Juicy and rewrite the rules of fashion.
Campaign Elements
Archives of Juicy Couture Magazine Ads from Early 2000s
Phase 1: The Ads
Logo inspired from the archives, transporting the audience back to the 2000s. Picture credit of Juicy Couture.
Images: From Juicy Couture Photoshoots. Copy: JC taking the audience back to the early 2000s glam.
Mockup of Ads as Storefront.
Instagram Carousel announcing the JC Renaissance party + Rules
Each purchase of the new Juicy collection at Macy's or Urban Outfitters unlocks a unique code. Enter the code on our website, and 600 lucky winners will score an exclusive invite to the ultimate throwback party: The Juicy Couture 2000s Bash!
Phase 2: The stores
To further amplify the brand's comeback, a key element of the campaign involves transforming the Juicy Couture sections within Macy's and Urban Outfitters. Here's how it works:
Y2K Themed Bedrooms: These dedicated shopping areas will be designed to resemble bedrooms from the early 2000s. Think plush purple carpets, butterfly décor, and other iconic elements that evoke the era's aesthetic. This nostalgic atmosphere aims to transport customers back in time, creating a more engaging shopping experience.
New Collection Showcase: The reimagined sections will prominently feature the brand's latest collection, allowing customers to browse and try on the new Juicy pieces in a thematic setting.
JC Renaissance Party Promotion: Limited-edition posters advertising the upcoming Juicy Couture 2000s party will also be displayed within these themed areas, further emphasizing the brand's revival and encouraging customer participation.
Created through Stable Diffusion and Dall-E image creator, Y2K bedroom store layout.
Further renditions of Y2K bedroom store displays for Juicy Couture's collection.
Iterations of high school locker themed store displays.
This would attract customers, and the target audience who is drawn to the early 2000s aesthetic, and thus the store display would also stand out in a big department store such as Macy's.
Phase 3: The Outfits
Get ready to unleash your inner stylist! Phase 3 introduces the Dress-Up challenge, a digital kiosk experience available at every store display.
Inspired by the iconic dress-up games of the early 2000s, this interactive kiosk lets you curate looks from the latest Juicy Couture collection.
The kiosk isn't just for fun – each outfit you create and purchase would also automatically enter you into a chance to win the ultimate prize: an exclusive invite to the Juicy Couture Renaissance Party!
Home Page of the Juicy Couture Dress up game
Mockup created using Stable Diffusion of the digital kiosks in different stores.
Screenshot of interface. By clicking the arrows, you can change the top and bottom to create a matching outfit.
Iterations of outfits featuring pieces from their new collection.
Once a customer clicks on "Dress me", it rates your style, gamifying the process.
Phase 4: The Guestlist
The Juicy Couture Renaissance culminates in an epic party – but only the chosen few will score an invite. Here's how you can be part of the action:
Anyone aged 18-25 has a chance to win exclusive access to the bash!
Make a purchase from the new Juicy Couture collection at Macy's or Urban Outfitters.
With every purchase, you'll receive a code. Enter it on our website to be automatically entered into the drawing.
Party for Two: Up to 600 lucky winners will be randomly selected, and each winner gets to bring a plus one!
The website takeover by the Renaisssance.
Screenshot of website.
The pop-up message upon winning the tickets.
Phase 5: The Renaissance Party
The grand finale of the campaign is a poolside bash that throws it back to the early 2000s in true Juicy style! It's a world of nostalgia with themed areas and activations that celebrate all things Juicy Couture. Expect interactive experiences, surprise popstar performances, and photo opportunities that capture the essence of the Juicy world.
The Hall of Juicy allows the audience to take a walk down memory lane and explore the brand's iconic history through a curated display of archive Juicy Couture outfits. Witness the evolution of Juicy fashion and its undeniable pop culture relevance!
Iterations of 2000s party aesthetic.
Hall of Juicy
Displays iconic outfits worn by pop culture icons and archive collections on display, drawing attention to the brand's history.
Images created using Stable Diffusion and Dall-E Image Creator.
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Posted Dec 23, 2023
An experiential integrated marketing campaign to promote Juicy Couture as a lifestyle, culminating in a large scale 2000s-themed party.
