The recent outrage directed toward Abercrombie & Fitch for again pushing the envelope with its overtly sexual marketing techniques has the Design4 team recalling its efforts on behalf of a pro-family coalition to get the retail giant's attention in 2003. It's a story of David vs. Goliath - and utilizing a high leverage creative strategy to get your message across. 

The Strategy

By 2003 Abercrombie & Fitch had become known for its sexually provocative marketing messages aimed squarely at young teens. Ironically, one of its clothing catalogs even featured most of its models nude or semi-nude, as well as fawning interviews with porn actors, and stories on drunkenness and partying. Design4 was asked to devise a strategy to convey public outrage at targeting this message to teens and to get the retailers attention--all with a relatively modest budget.  

Two full-page, creatively scripted ads were placed in USA Today and the Wall Street Journal targeting general consumers and A&F investors respectively. The USA Today ad featured the names of their board of directors and associated each of them directly with the illicit images and provocative language in the catalogs and in other marketing materials.

The WSJ ad headline read:

"If you're invested in Abercrombie & Fitch,

are you fully aware of what THEY are invested in?"

The pointed copy ended with:

"We will continue telling the truth about what you are doing to as many as we can reach for as long as it takes. Understand that we don't want you out of the clothing business, we just want you out of the sex business, especially because you're targeting vulnerable young kids with sex for your shareholder's profit. It's your choice. You can responsibly re-brand Abercrombie to promote quality products, or we'll work hard to re-brand your company as the irresponsible corporate citizen that you are currently. That's our plan. What's yours?"

The Results?

We learned after the USA Today ad ran, one A&F board member took direct action, telling A&F that they NEVER wanted their name in print like that again. That was followed by an A&F representative contacting the coalition directly to say that if they would cease running the ads, A&F would cease publication of its upcoming catalog - which it did. Further, Glen Beck read the USA Today ad word-for-word to millions of Americans on his national radio talk program. Talk about earned media! 

This all goes to prove that a creative message behind the right strategy can deliver positive results!

Messaging strategy. High leverage creative. Design4 Marketing.