Launch Strategies - What's hot, and what's not

Sabrina Carpenter x Redken, Coach and tiresome launch strategies. What's hot, and what's not, from our Campaigns Executive..

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🌶️ Sabrina Carpenter x Redken: Sabrina Carpenter's perfectly curated marketing has masterfully transformed her image from a sweet Disney star to a bold, 60s-inspired blonde bombshell, blending innocence with allure. Her signature look—fluffy, bouncy blowouts and iconic curtain bangs—has gone viral, capturing global attention ahead of her highly successful album Short n’ Sweet and her sold-out world tour. This transformation lead perfectly into securing her new role as Redken’s first global ambassador, where the brand’s expertise in hair health and styling plays seamlessly into Sabrina’s brand. The campaign highlights her signature blonde hair and cheeky humour, further solidifying her powerful new persona in music, fashion, and beauty.

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🌶️ The Rebrand of CoachCoach’s recent rebrand is a masterclass in strategic evolution, transforming from an outdated luxury brand to a millennial and Gen-Z favourite. Once seen as “more of a mother’s brand,” Coach shifted consumer perception by embracing affordable luxury, making high-quality products accessible without losing their exclusivity. The release of the Tabby bag in 2019, inspired by a 1970s archival style, became a symbol of this transformation, blowing up on social media thanks to the Y2K fashion resurgence. Coach has seamlessly taken influencer culture on social media and converted it into global advertisements, further solidifying its appeal among younger audiences. Leveraging high-profile ambassadors like Selena Gomez, Coach created buzz on platforms like Instagram and TikTok with fashion and lifestyle creators, revitalising its digital presence. By balancing heritage with modern trends, Coach has reclaimed its position as a beloved luxury brand.

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🧊The “Coming soon” Strategy: The "something is coming" or "coming soon" strategy for product launches is outdated and no longer effective. Audiences have grown tired of this repetitive approach, and there are far more engaging ways to introduce a brand or product. Take, for example, the "drag and drop" method, or the ‘Build and reveal”. Instead of teasing a vague launch, stretch out the process by involving your audience at every stage. Show them behind-the-scenes content, ask for their input on features, colours, or materials, and build excitement as the launch approaches. By the time the product is ready, they’ll be invested in the journey, feel a personal connection, and you’ll know you're delivering something they truly want. Not only does this method foster deeper engagement, but it also ensures your product aligns with consumer preferences. Do you agree or disagree with this approach?