Gildan appears to be trying to do just that, and the industry at least has noticed.
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Gildan sells about 500 million t-shirts a year through wholesale and is the leading brand for blank t-shirts.
But in a marketing lineup already heavy with perennials such as Chrysler and Budweiser, Gildan is at least shaking things up.
Your first question after watching the ad is probably, who is Gildan?
Viewers, and the ad industry, will watch closely to see if Gildan joins the ranks of successful advertisers or stumbles in its first (and then potentially only) ad attempt.
To do so, Gildan decided to target millennials.
Gildan has bet that the answer is yes.
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