Copy Writer: Katie Cannon
Art Direction: Stephen Shynes
People think of Costco as a meat-and-toilet-paper palace, not a style destination. Wearing Costco’s in-house brand, Kirkland Signature, is a sign you’ve given up. But wait, why? These garments look great, last for decades, and are virtually indistinguishable from any other brand-name item in your closet.
Let’s show the masses what they’re missing by positioning Kirkland as the king of post-ironic fashion—a high-quality cult classic.
OOH
We’ll kick off the campaign with billboards in major cities across the U.S. to debut Kirkland’s new, limited-edition fashion line. The suburbanites are already on their Costco grind—but the city folk are unenlightened. Until now.
Introducing The Card-Carrying Member Collection
Kirkland’s all new line of premium denim jeans, jackets, and more embraces the campiness of the Costco Cult – designed with a transparent pocket to proudly display your Gold Star Member card (and streamline the Costco entry process, of course).
Costco Connection – the free monthly magazine for its Executive members – is the third-largest magazine in the country, with a circulation of nearly 16 million. We’ll generate buzz among the Costco superfans with a Kirkland Signature takeover issue highlighting the new collection.
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SOCIAL
Kirkland will roll out its first influencer campaign, gifting PR packages featuring the limited-edition “Card-Carrying Member” line of denim to influencers
across a wide variety of niches and followings.
ACTIVATION
For a limited time only, the cult classic clothing pieces will be available for non-Costco members at a pop-up sample store in major cities.
You don’t need a title for the fashion show, just keep it under the activations section.
To cement Kirkland’s new place in the fashion industry, The Card-Carrying Member collection will launch at its very own fashion show during LA fashion week –
held in the cavernous halls of a Costco Warehouse.
