FRENCH TOAST
CLOTHES

Building a successful brand
with a Social Conscience.


title






Background:

French Toast markets and licenses moderately priced clothes for kids, from infant to 13.



Challenge:

Create a strong, positive, brand that appeals to moms, but is also cool enough for status-conscious pre-teens. And, do it while being outspent by major competitors. No small task.



Solution:

First, leverage the brand's most distinctive quality -- its name -- with new, fun tagline: "You don't eat'em. You wear'em." Then combine a fashion forward campaign (appealing to pre-teens) with socially conscious messages (appealing to moms). In essence, make social consciousness fashionable. See print and TV campaign.



Result:

Per VP of Marketing, Craig Kalter, the work "contributed to an annual sales increase of 25% and attracted new licensees." School teachers even requested ad copies for their classrooms.





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