Strong, Like Me
Challenge: During back-to-school, FIVE STAR® stands out among its competitors with its Built Strong to Last Long™ proposition. But how could we more closely tie this brand’s core value to our teen-targets’ hectic, stress-filled lives?
Solution: We introduced a new campaign that reflects the emotional power of inner and outer strength. With “Strong Like You” we experience the life of FIVE STAR®products over the course of an entire school year through the eyes of a student–and all of the academic, physical, and emotional challenges they face. The takeaway: Both FIVE STAR®, and the students who carry them, are strong enough to withstand anything the school year throws at them.