Three agencies in pitch battle for General Pants Christmas campaign

General PantsGeneral Pants Co. has invited three agencies to pitch for its Christmas campaign, with the fashion retailer expected to make a decision by the end of the month.

The pitch process began last month with the successful agency set to be named on September 26. The brand usually handles all of its creative in-house.

General Pants marketing general manager Renee Awadalla declined to name the agencies, but said it was looking for ideas “that will cut through the clutter” during the heavily marketed festive season.

“There is a lot of brands on sale over Christmas so we need ideas and a campaign that will stand out,” she told Mumbrella, adding that the General Pants brand tone is a “compelling” proposition.

“We are tongue-in-cheek, cheeky and irreverent and we are looking for a campaign to reflect that,” Awadalla said.

Last Christmas General Pants tapped into the Miley Cyrus controversy and ran a digital campaign that allowed consumers to create customised .GIFs from a list of four choices including wrecking ball, aerobics, the twerk or 90s house party. Those who uploaded .GIFs received a 20 per cent discount off their next purchase.

“Our core demographic is men and women aged 18 to 25, so we like to use something that is trending at the time,” Awadalla said.

Meanwhile, General Pants releases its latest campaign on September 15 following the launch of its first swimwear range. The marketing mix will include in-store, digital activity and a dedicated swimwear hub on its website.

The launch saw the retailer ditch the traditional catwalk with 22 models showcasing the swimwear range by plunging down a 50 metre inflatable water slide.

Steve Jones


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