Jennyfer: Don't call me Jennyfer

Jennyfer, a fashion brand, increased share of voice among young people in France by relating its brand identity crisis to the similar issues faced by their generation.

Campaign Details

Brand: DON’T CALL ME JENNYFERAgency: BUZZMAN Territory: FRANCE

Executive Summary

After 10 years with no advertising, stemming the ongoing loss of female shoppers was a vital issue for the brand.

Jennyfer was no more than a shadow of the glorious French brand of the 90s. The drain of female buyers from its historical target audience (10-19 year olds) was such that its value market share had collapsed - relegating the brand to 15th place in the women's

ready-to-wear segment in 2018*. Our campaign, launched in 2019, acted like a time machine. In 6 months, we...

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