To expand its appeal to both current core shoppers and millennial targets, Kirkland’s is undergoing a brand evolution that embraces lifestyle branding. As part of the evolution, Kirkland’s has adopted a new strategic positioning built around the idea that “a happy home is a beautiful home.”
Armed with a complete brand strategy, Kirkland’s tasked Chemistry with bringing its new brand positioning to life (both internally and externally) through a big-idea campaign. The focus of the campaign was to show Kirkland’s as a lifestyle brand, and we accomplished this by utilizing photographs that not only featured its products but also placed them in a lifestyle setting. We felt that was important to bring the story of “a happy home is a beautiful home” to life.
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