The launch of the Mallow represented a new chapter for TOMS. Having just released a refreshed vibrant brand identity, the company was set on winning over a new, ambitious target consumer: Gen-Z.
Our goal was to position the Mallow as ‘an exaggerated slip-on for confident expression of style and values.’ To help bring this positioning to life, we brought on 4 Gen-Z influencers who exemplified youthful style and grassroots impact. These incredible, charismatic women populated assets across web, retail, email, digital media, and PR.
My role: Project Lead, Consumer Research, Product Positioning, Creative Briefing, Channel Planning
