STRATEGIC FOCUS
This campaign will announce Lululemon’s new diffusion line. The Lime Line will consist of a selection of yoga-inspired pants and jackets at a lower price point than other Lululemon products. It will be more inclusive. The message is that a healthy lifestyle and athletic activity is right for everyone.
STRATEGIC MARKETING OBJECTIVE
We want people to know about the line’s launch and to visit Lululemon stores across the country to see the new merchandise. The campaign will include a social media aspect where people are encouraged to use a hashtag to start a conversation about what a healthy lifestyle means to them. The goal is to establish the brand as a more inclusive, health-conscious brand. It will also bring in a new audience
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Not only will this campaign be about body acceptance, it will go a step further and include the message that you can workout and take steps to be healthy to feel good about yourself. You don’t need to have a six-pack or workout seven days a week or “eat clean” every single day to lead a healthy lifestyle.
BARRIERS/OPPORTUNITIES
A healthy lifestyle does not have to be an all-or-nothing, one-size-fits all approach. With Lululemon’s powerful, positive message and new, more affordable line of clothing people will feel good about the products that they buy and the message for which the brand stands.
THE TRANSFORMATIONAL BRAND IDEA
While Lululemon has previously been seen as an exclusive brand because of its price point and limited sizing, this new inclusive message and healthy lifestyle conversation with transform the brand in the active wear space. As the results of various studys suggest, social media negatively effects many women’s perception of body image. Therefore, this is a culturally relevant and necessary