OshKosh B’gosh is tugging on Millennial parents’ nostalgia strings with their new back-to-school campaign. Later this month, the childrenswear brand will debut a “Today is Somebody” campaign that imagines “trailblazing celebrities” as children. The kid versions of Mariah Carey, Muhammad Ali, and Outkast will appear in 30-second spots while dressed up in the brand’s clothes and reciting monologues about “confidence and determination.” Ten-year-old version of Carey will be portrayed by her actual daughter Monroe Cannon. With the back-to-school shopping season expected to be a “bumper year,” the 125-year-old brand is taking a “modern-yet-nostalgic approach” with their latest campaign targeting families. YPulse’s upcoming back-to-school shopping report shows 78% of Millennial parents plan to buy items for BTS, compared to 54% in 2020. (Marketing Dive, Adweek)
