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 JENNYFER Agency: 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 th