JanSport's 'Always With You' campaign uses absurd humor to resonate with Gen Z, featuring singing backpacks in comedic scenarios. The strategy builds on last year's successful campaign, which resulted in record sales. The goal is to integrate JanSport into cultural scrolls, appealing to a generation that values memes and chaotic humor. Research shows a significant portion of Gen-Z and millennial parents plan to use social media for back-to-school shopping, giving brands an opportunity to engage with tech-savvy consumers who spend significantly more when influenced by social media.
JanSport backpacks are leveraging absurd and cringey humor in their 'Always With You' campaign, capitalizing on trends among Gen Z to capture their attention.
The campaign aims to integrate JanSport into cultural conversations rather than interrupting the viewing experience of its target audience.
Deloitte found that 75% of Gen-Z parents and 46% of millennial parents will use social media for back-to-school shopping, suggesting a key opportunity for brands.
Retailers appealing to younger shoppers can benefit, as social media users spend 1.8 times more during back-to-school shopping than non-users.
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