JanSport has launched its 'Always With You' campaign targeting Gen Z, following a successful prior launch that resulted in record sales. The campaign highlights the brand as a companion for students, engaging them through humorous content on platforms like TikTok and YouTube. By doubling down on humor and emotional connection, JanSport aims to refresh its product line while also appealing directly to contemporary trends. This year's campaign shifts focus to the backpacks, presenting them as protagonists that sing and dance, reflecting their importance in students' lives.
JanSport doubled down on humor and emotional connection with Gen Z while refreshing their product line with trends such as bows, coconuts, and animal prints.
The campaign highlighted backpacks as the sidekick to students, featured in spots singing deadpan jingles about moments with their backpacks.
JanSport's 'Always With You' campaign aims to transform it from a nostalgic legacy brand to a modern-day staple, emphasizing emotional connection.
The 2024 campaign features backpacks as protagonists in spots where they sing and dance, showcasing their role in students' lives.
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