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


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

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