Swedish-Japanese surfer Sakae Patrick, indie rap group Warm Brew and American artist Tasya van Ree are just some of the familiar faces featured in Ugg's 'Real' campaign. The raw advertisement is centered around authenticity and features a group of Californians who are influencers within the arts community.
"Expressing the diversity, spirit and core values of the Ugg brand," this campaign replaces traditional models with musicians, visual artists, surfers and skateboarders who call California home. These influencers are not only relateable but also draw in a demographic of Millennials who are seeking products that fuse comfort with quality.
While it is best known for its signature sheepskin boots, the Ugg brand expands its offering to feature suede laced shoes, fur slides and slippers that are each showcased in this youthful and effortlessly cool campaign.
Californian Artist Campaigns
The Ugg 'Real' Ads Feature a Collective of Californian Influencers
Trend Themes
1. Authenticity Advertising - Using real influencers instead of traditional models in advertising campaigns to emphasize authenticity.
2. Millennial Marketing - Targeting the Millennial demographic by featuring relatable influencers who embody the brand's core values.
3. Expanding Product Offering - Diversifying product offerings beyond sheepskin boots to include suede laced shoes, fur slides, and slippers.
Industry Implications
1. Fashion - Opportunity for fashion brands to adopt authenticity advertising to connect with consumers.
2. Marketing and Advertising - Incorporating Millennial marketing strategies by featuring influencers who resonate with this target audience.
3. Footwear - Opportunity for shoe brands to diversify product offerings and cater to consumer demands for comfort and style.