New Era Cap will begin to roll-out its new brand campaign, “Fly Your Own Flag,” with a strategic marketing and advertising effort in 2010.
The new campaign focuses on self-expression and individuality; in essence how consumers make a statement with their New Era products.
The rebranding effort, led by New York City-based The Brooklyn Brothers (http://www.thebrooklynbrothers.com), speaks to New Era's core consumer and cultural influencers; the people who define themselves by assimilating styles and influences from different cultures to make their own, unique statement.
“We're moving into the future by taking cues from the past and redeveloping our brand to better identify with our consumers,” said Christopher H. Koch, CEO. “This campaign is a call-to-action for everyone who's ever said 'I want to do my thing'.”
The campaign, which breaks in September 2010 and continues throughout 2011, consists of a national multi-media plan including print, digital, outdoor advertising, TV and non-traditional media.
“Fly Your Own Flag” is about promoting individuality therefore much of the advertising will feature a wide array of people that reflect the spirit of the campaign including artist and toy designer Tristan Eaton, rapper Sam Adams, New York Yankees outfielder Curtis Granderson, jewelry designer Osamu Koyama and spoken word poet Mason Granger. These individuals are diverse in career, ethnicity, and background, but they all share a passion for the New Era brand. Other brand ambassadors will be introduced throughout the campaign, but one constant graphic element in all of the advertising will be customizable word-cubes that allow the “Fly Your Own Flag” expression to be brought to life for any individual. These word-cubes will spell out phrases that speak to the concept of the New Era brand as a great enabler of self-expression; phrases like “Dance Your Own Dance,” “Write Your Own History” and “Blaze Your Own Trail.”
“We're making a powerful statement here; one that truly empowers our consumers,” said Koch. “Every effort behind the Fly Your Own Flag campaign is meant to not only drive the evolution of our brand, but also to celebrate the people who have helped build our brand – our consumers.”
