In a bid to reach out to the cool young crowd, Wal-Mart utilized the hippest names in young Hollywood to promote the Brand Ocean Pacific (Op) spring/summer 2008 line. The line will launch next month exclusively in Wal-Mart stores and its online store.
The hip marketing campaign features seven rising Hollywood stars: Pete Wentz, Rumer Willis, Kristin Cavallari, Christina Milian, Josie Maran, Corbin Bleu and Wilmer Valderrama in a fun beach shoot. Photographer Larry Bartholomew shot the campaign at the Will Rogers State Park beach in Pacific Palisades, CA and Blue Cloud Ranch in Santa Clarita, CA.
Wal-Mart Gets Cool?
Young Hollywood Open Road Campaign
Trend Themes
1. Celebrity Endorsements for Low-cost Brands - Opportunities for low-cost brands to leverage celebrity endorsements to attract young customers.
2. Low-cost Retail Innovation - Innovative strategies to market low-cost products to young audiences and stay relevant in the market.
3. Affordable Fashion for Young Adults - Trend towards affordable fashion for young adults that allows them to keep up with the latest fashion trends without breaking the bank.
Industry Implications
1. Retail Industry - Opportunities for low-cost retailers to leverage celebrity endorsements to attract young customers.
2. Fashion Industry - Innovative strategies to market affordable fashion to young adults and stay relevant in the industry.
3. Entertainment Industry - Effective utilization of rising Hollywood stars to attract young customers to products that are in line with their interests.