In order to launch Casio's fall collection of watches, self-proclaimed party girl Kesha has teamed up with the timepiece brand. Much like the rap star, the watches from the Kesha Casio Baby-G collaboration are fun and vibrant, but still lean toward a tough girl vibe rather than a girly-girl one.
The collection also includes Baby-G's collaboration with the streetwear line Hellz Bellz, which fits effortlessly with Casio's brand ambassador Kesha.
Implications - One of the best (and most cost effective) ways a company can generate immediate brand attention is by featuring a rising star celebrity in their marketing. By connecting their company and brand name to an actor or musician on the rise but not close to the top yet, the company shows that it has its eye on emerging talents the same way it has its eye on emerging products.
Party Girl Branding
The Kesha Casio Baby-G Collaboration for Fall is Gaudy
Trend Themes
1. Celebrity Collaborations - Collaborating with rising stars in marketing can boost brand attention.
2. Fun and Vibrant Designs - Emphasize fun and vibrant designs for products to attract younger target audiences.
3. Streetwear Influences - Incorporate streetwear influences for edgier products and expand target customer range.
Industry Implications
1. Fashion and Accessories - Fashion and accessories industry can benefit from celebrity collaborations to boost brand awareness.
2. Watchmaking - Designing fun and vibrant watches with streetwear influences can attract younger customers and set competition apart.
3. Marketing - Rising companies can employ celebrity collaborations to gain brand traction through young, emerging talents.