French retailer launches new collection which plays on Smiley’s good vibes heritage.
French retailer Celio has teamed up with the original good news brand Smiley, for the launch of a new collaboration aimed at spreading joy and positivity at retail.
As retail stores around the world start reopening their doors post the COVID-19 lockdown, Celio launched a timely campaign to celebrate positivity. By pairing a trending men’s capsule line, with an uplifting campaign at retail that is raising vital funds for a leading charity, Celio and Smiley have created a campaign that aims to connect at retail with positive emotion, a prominent post-pandemic trend.
The collection itself plays on Smiley’s good vibes heritage, with positive and uplifting slogans, including ‘Have a Nice Day’ and ‘Thank You’ played out on a range of t-shirts, hoodies, shirts and socks. Subversive Smiley graphic executions are seen on preppy style casual separates, featuring a limited-edition mash-up of both brand logos.
While at retail, the campaign is supported by a high profile marketing campaign including Smiley videos in-store and bespoke window displays. There are also giant Smiley sculptures featuring the Celio x Smiley identity to help create ‘Instagram moments’ for those venturing out at retail.
“As the original good news brand, our message is more important than ever today and our partners are embracing the way they can connect authentically with emotion, context and humanity through Smiley,” said Michaela Fass, svp fashion at Smiley. “With consumers today craving good news and seeking happiness in these difficult times, this campaign could not be more timely and sets a benchmark for how Smiley can seamlessly integrate stylish products, with an uplifting marketing message and a charitable purpose.
“This integrated approach will become more key as the future of retail evolves post-pandemic.”
Proceeds from the partnership will go towards Cékedubonheur, which contributes to improving the quality of life for hospitalised children and young adults.
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