MODCO was brought in to create a revitalized strategy for the relaunch of the iconic Kenneth Cole brand. A big focus was creating a solid comms plan to educate and arm wholesale and licensee partners with the new brand message and creative toolkit. Shifting these partner's perception on how to speak about and sell Kenneth Cole was crucial, as the bulk of their business is delivered through them.
We tapped into the social awareness voice of Kenneth Cole and led with the "Courageous Class" characters (featured in the campaign for their bold life choices). Talent featured in the campaign were included in experiential events with both wholesale and consumers to help reinforce the new message and brand position.