“Still, those plot twists have to ladder up to a strategic intent,” he continued. “Our intent is to make sure American Eagle jeans are top of mind as people get into that gift giving mode.”
The campaign will run primarily on social, digital, and connected TV channels. “We wanted the media mix to reflect the intent of campaign, which is bringing people together,” Brommers said.
The Stewart partnership supports American Eagle’s strategy of leaning into nostalgia through recognizable characters, said Brommers, pointing to holiday products and content that feature the Grinch and Snoopy.
“Iconic characters matter,” Brommers said. “It feels nostalgic but is brought to life in a fresh way.”
After the holiday season, American Eagle will continue “to take big swings at big moments,” Brommers said. “We have permission to not just participate in culture, but define culture. All of that should ladder up to our brand platform: We want people to understand American Eagle has great jeans, for everyone and anyone.”
