Purse and equipment maker Vera Bradley jumped on the Y2K nostalgia prepare with a romantic comedy starring former teen heartthrob Devon Sawa.
“Most Excellent Couple” brings to life the teenage fantasy of author Kristen Mulrooney, who as soon as had a crush on Sawa, who starred in 1995’s Casper at age 16. She wrote fan fiction in regards to the actor when she was 15 years outdated.
Twenty-three years later, Vera Bradley and company Callen turned her story right into a 5-minute movie. It’s Callen’s first work for the model after starting their partnership earlier this 12 months.
The advert, harking back to films and TV exhibits from the Y2K period, begins when Mulrooney will get dumped by her highschool boyfriend. Whereas heartbroken and sporting her Vera Bradley tote bag, she will get consoled by a now-46-year-old Sawa enjoying his teenage self. He’s even again together with his similar blond locks and white tee.
A Y2K renaissance
Grappling with weakening enterprise efficiency, Vera Bradley is making an attempt to regain cultural relevance and join with youthful buyers by tapping into the nostalgia pattern. However the model goals to carry a “recent, trendy” take to the style, stated Vera Bradley chief advertising and marketing officer Alison Hiatt.
Callen hopes the advert will resonate with Vera Bradley’s “OG followers” in addition to Gen Z shoppers who’ve embraced this millennial teen period, Craig Allen, the company’s founder and chief inventive officer, informed ADWEEK.
“We all know Gen Z likes to poke enjoyable at millennials, and 2002 fan fic is the final word instance of millennial cringe,” Allen stated.
Extra manufacturers are experimenting with nostalgic advertising and marketing to win over youthful shoppers.
This week, Hole dropped a marketing campaign that stars rising woman group Katseye, with nods to low-rise denims and the 2003 hit tune “Milkshake.” And grocery supply service Instacart not too long ago rolled out its “Summer season Like It’s 1999” initiative, that includes ‘90s-themed meals and a Third Eye Blind live performance.
“Y2K particularly is having a renaissance,” Allen stated.
Aiming for a comeback
Vera Bradley has not too long ago seen declining gross sales, together with the departures of its CEO and CFO within the final two months. The corporate has been making an attempt to bounce again after slashing about two dozen company jobs and decreasing prices in 2023, per CFO Dive.
After reporting a 24% web income decline within the first quarter of fiscal 12 months 2026, the corporate introduced it was forming a method and transformation committee to form its strategic route and progress. Earlier this 12 months, it additionally bought its stake in jewellery model Pura Vida, which it acquired in 2019, to streamline operations.
Since its launch on Aug. 19, Vera Bradley’s YouTube video has amassed greater than 11,000 views. Callen didn’t present particular engagement metrics for the content material.
