OLD IS THE NEW NEW.
How does a “new bag” brand stand out? By using “old bags” in their marketing. That’s right, Ethel + Frank just launched their all-new vintage-style handbags line, and their capitalizing on the fact that old ladies just don’t give a f*ck about what’s current. I’m not being vulgar here, their launch line is literally “Give No F*cks In Style.”
Ethel + Frank is bringing their brand mantra to life with videos featuring sassy seniors. Falling somewhere between never-been-done-before-brilliant and never-been-done-before-because-some-things-cannot-be-unseen-and-should-never-be-seen-in-the-first-place, these videos are compelling. Even if you don’t like the bags they’re selling, it’s fun to watch the ladies who long ago gave up caring about the trends dictated by fashion magazines. And THAT is refreshing.
For this type of irreverence to work, it must be fully committed to by a brand. Ethel + Frank gets it. Check out some of the purse model names and descriptions:
This offbeat approach is pretty clever…and you know what? Women of any age can appreciate the idea of freeing themselves from the shackles of latest-greatest fashion slavery and simply enjoying styles because they like them. I’m certainly giving these bags a look – and I never would have, had the brand settled for a run-of-the-mill launch campaign.
~ Denise Blasevick, @AdvertGirl & CEO, The S3 Agency