![]() ![]() The late fashion icon Virgil Abloh was quoted in the 2020 GQ profile as saying, “Her anonymity is not a shtick to make the design go further. Still, the brand has maintained an aura of elusiveness and mystery. Cactus Plant later put out collaborations with brands running from Nike to Stüssy, and even partnered with fashion designer Marc Jacobs. The gear emerged as a cult favorite, worn by everyone from Kanye West to Tyler the Creator. Cactus Plant Flea Market’s hoodies, t-shirts and other apparel are known for their playful style and use of “double vision” -four eyes-that is the identifiable feature of its mascot, Cactus Buddy. It was an unlikely suggestion, given the streetwear brand’s history and place in streetwear culture.Ĭactus Plant Flea Market was founded in 2015 by Cynthia Lu, a protege of Pharrell Williams, who had hired her in 2012 to work in the PR office of his streetwear brand, Billionaire Boys Club, according to a 2020 profile in GQ magazine. The idea for Cactus Plant Flea Market arose during a discussion among W+K planners and creatives. ![]() Once adult Happy Meals became the focus, the agency and brand had to find the right partner. The agency behind the effort, Wieden+Kennedy New York, had already been considering introducing an “artists residency,” in which marketing assets like the Happy Meal would be used as a canvas for new art from a rotating group of contributors, said Brandon Henderson, an executive creative director at the agency. “So it started with reimagining, reigniting that experience.”Īlso read: Kraft calls for McDonald's crossover in new brand stunt Streetwear plus fast food “That was one of our most successful, engaged tweets that we had,” Healan said. The 2020 tweet, which drew more than 25,000 likes, revealed a hunger among adults to reconnect with the feeling of ordering Happy Meals as children. The program is just the latest example of how brands are generating marketing ideas by monitoring social media reactions. And what we have really loved is seeing just the interaction with our brand as we put our brand in culture.” marketing, brand content and engagement, said in an interview. “It actually exceeded our expectations,” Jennifer “JJ” Healan, McDonald's VP of U.S. And the promotion has drawn tons of media attention, from local TV stations to late-night talk shows, including “The Daily Show with Trevor Noah.” But the boxes are selling out in various regions, according to local media reports. ![]() McDonald’s declined to release sales figures. On a Tuesday morning in late November of 2020, McDonald’s tweeted what at the time seemed to be a passing observation without much significance: “one day you ordered a Happy Meal for the last time and you didn’t even know it.”īut the tweet-and consumer reaction to it-went on to become the genesis for a major marketing and retail effort: Cactus Plant Flea Market Box, the limited-edition food and merchandise boxes created in partnership with the buzzy streetwear brand that the fast food giant has positioned like a Happy Meal for adults. ![]()
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