The Gap is rolling out their new marketing campaign just in time for back-to-school in a style that’s more back-to-the-future. The campaign is the first major marketing push by Gap Inc. since a management shake-up in February ended with a new brand president, chief marketing offer, and ad agency.
“1969: L.A. and Beyond” is composed of 30- to 90-second online documentary-style videos centered around the goings on at its denim design studio in Los Angeles. Print ads support the urban fashion mashup as well. Taking the show on the road, “Pico de Gap” vintage taco trucks with celebrity chefs will hit New York, Los Angeles, Chicago, and San Francisco, tweeting locations for each.
While food trucks have become a coast-to-coast craze, boasting everything from sushi and dumplings to street sweets and schnitzel, Gap is sticking with the “original” food truck that started the now nationwide trend. “The idea of Pico de Gap — and the taco truck used in our fall campaign 1969: L.A. and Beyond — came about one night when I was having dinner with our 1969 design team in downtown L.A.,” said Seth Farbman, Gap’s Chief Marketing Officer. “It’s these types of everyday moments that shape who we are as people and inspire the product we design for our customers. We thought it would be an unexpected, engaging way to share a little more about ourselves and the experience we had that night.”
To create an authentic aesthetic, each Pico de Gap truck was hand-painted and includes a replica of a vintage Gap ad and neon sign from the ’70s. Customers can check out the latest 1969 fall denim styles on display while enjoying tacos for a $1.69. With proof of a same-day Gap denim purchase, the meal is free.
Gap’s campaign launches in a back-to-school season in which consumers are expected to cut back spending because of economic woes and rising prices. Not good odds for a brand struggling to regain position — and profits. The once-leading brand is up against a half-decade of shrinking sales and shrinking stature.
Seth Farbman, CMO since 1Q 2011, says the campaign is not a quick fix, but an effort to drive sales and revive Gap’s image, which he says has “lost a bit of relevance.” Farbman says the focus of the campaign — jeans — is appropriate because they have been one of Gap’s strengths, accounting for about a quarter of the Gap brands revenue.
“This is the start; one step. This campaign begins to put us on the right course,” Farbman said. “Longer term, it starts a conversation about the brand.”