The favourite mall store of 14-year-olds in 2009 is popping off thanks to one of Hollywood’s brightest young stars — call it the “Sydney Sweeney Effect.”
What happened: Shares of American Eagle were up 4.2% yesterday after launching a campaign with actress Sydney Sweeney to promote its denim line. It’s reportedly the costliest in American Eagle’s history, and will include ads on the Sphere in Las Vegas.
- Entitled “Sydney Sweeney Has Great Jeans,” the retailer is betting big that the campaign will help spark interest with Gen Z and revive falling revenues.
Big picture: American Eagle isn’t the only brand to see a Sweeney surge. Hygiene brand Dr. Squatch pulled a viral, kinda icky, stunt in May, advertising limited edition soap infused with Sweeney’s bathwater. In five days, nearly a million dudes (it was definitely dudes) joined the sweepstakes. Four weeks later, Unilever acquired the company for US$1.5 billion.
- The timing of the sale was no coincidence: the head of Unilever's personal care division cited Dr. Squatch’s “clever digital engagement strategies” as a selling point.
Why it matters: This campaign doesn’t necessarily prove that everything Sweeney touches turns to gold — she also partnered with Baskin-Robbins this summer, which was successful but not mega-viral — as much as it shows the continued importance of highly targeted celeb tie-ins for brands.—QH