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3986_300_MAINIt’s shaping up to be a notable summer for iconic brands as they go to the next level in digital marketing. Louisville Slugger mixed its MLB All-Star effort with social media. Harley Davidson is working online engagement for its upcoming 110th Anniversary bash. Now Bass has announced an integrated initiative to bring the penny loafer into the digital age.

On Wednesday, Bass announced today the launch of its Fall 2013 brand campaign and new ecommerce site, which combines a salute to the brand’s heritage and places its iconic Weejuns, the original penny loafer, firmly into 2013. It was first introduced in 1936. The campaign kicks off this fall and will employ an integrated media approach to reach style-savvy consumers through digital and social media channels, at retail stores, and at ghbass.com.

The campaign features the tagline “Power to the Penny.” It represents the brand’s “preppy meets outdoor” heritage and features a cast of four models who personify a different point of view. Each execution is paired with customized penny art that plays off each pair of Weejuns showcased, turning the classic penny into an expression of personal style.

“G.H. Bass & Co. is truly an iconic brand,” said Kristin Kohler Burrows, President of G.H. Bass & Co. “We’re using this opportunity to tell our story to new and old consumers, alike, while continuing to push design boundaries by melding iconic styles with modern design aesthetics.”

Like many major branding campaigns these days, Power To The Penny has a philanthropic component. Pennies Toward Progress is an initiative to benefit the “I Have a Dream” Foundation. For every pair of Weejuns sold at G.H. Bass & Co. retail stores in the U.S., on ghbass.com, the company will donate 100 pennies toward the Foundation’s mission to “close the opportunity gap for children in low-income communities, and empower them to achieve their full potential by providing them with academic and financial support, as well as exposure to a life of possibility.”

Bass has also redesigned its social effort. It has launched a “Penny Yourself” Facebook application allowing consumers to impose their profiles onto a penny that reads “In G.H. Bass We Trust.” The new ecommerce site will be a brand flagship, featuring the full Fall 2013 collection, including several modern interpretations of its Weejuns, in addition to women’s fashion. The site will also offer its first exclusive product, patent leather candy-colored Weejuns.




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by Brandon Gutman
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Brandon is an expert connector and seasoned business development professional. As Principal of Brand Approved, he's led the advisory to become the bridge between brand marketers and best of breed service providers that are reshaping the industry.

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