Context

The newly appointed C-Suites of Calvin Klein encountered a brand that was disconnected from its primary audience, Gen Z, and suffered from a lack of cohesive strategy across all its entities.

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Approach

JOJA was appointed as the Strategy Agency of Record for a 12-month engagement, tasked with restoring both cohesiveness and relevance to the brand. After repositioning Calvin Klein around a Gen Z-centric purpose, we played a crucial role in relaunching two existing perfume franchises and naming and launching a new one. Additionally, we helped craft all essential strategic platforms, from Employer Branding to Innovation to CSR.

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Result

The revitalization efforts led to Calvin Klein reconnecting with the youth market. The campaign #inmycalvins became the world’s most used branded hashtag on social media, with over 1 million organic posts, while setting new benchmarks for inclusivity.

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