Jeans for Hispanic teens: Anatomy of a launch
MUDD “Delicious” line. The New York Citybased company hired former Ann Taylor CMO Catherine Sadler to develop and launch the Delicious Curves line, targeting Hispanic and black teenage girls.
Curvier women, Hispanic and African-American teens and young women (15-24 years old)
November 11, 2005
Revolved around R&B singer Ashanti who is African-American and Dominican. The $1 million dollar campaign put the majority of it’s budget into event marketing and TV ads featuring Ashanti. The campaign included TV appearances and a commercial on MTV, two major store appearances at Macy’s Herald Square and Chicago, and mini-events at retail stores across the country. The top 2-3 buyers in each market chose stores where they thought the line would sell the best and events featuring “delicious divas,” who handed out cherry cell phone charms and helped with fittings.
“Some of the events were really successful, others missed the mark,” said Isenberg. Mudd also ran a full page print ad in the November/December issue of Seventeen Magazine. “When it comes to the teen market, Seventeen is the magazine,” explained Isenberg, regarding their decision to advertise in that print publication.
According to Product Manager, Alisa Isenberg, the company is waiting to see the results of the initial campaign before they decide on their ad campaign for 2006. While not ready give details about this years Hispanic campaign, Isenberg says that in the general market Mudd is planning to invest more heavily in print advertising. “We really believe print pubs are where teens get their information,” says Isenberg.
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