American Eagle Launches New Ad Campaign Featuring Sydney Sweeney
Youth retailer American Eagle has kicked off a fresh advertising campaign with Sydney Sweeney, the popular star from “Euphoria.” This initiative led to a notable 15% rise in the brand’s stock price.
It seems whatever American Eagle invested in Sweeney has really paid off. The company’s market value has soared by about $400 million in just one day, especially considering its stock had plummeted 47% last year. There’s a feeling that the “Hot Girl Summer” vibe is making a strong comeback.
American Eagle is revisiting tried-and-true advertising strategies. The formula? Sex sells.
The notion that a stylish woman with an affinity for muscle cars is peddling jeans isn’t exactly groundbreaking in the advertising realm. Who could forget Pepsi’s 1992 commercial featuring Cindy Crawford? The iconic scene of her at a gas station in a white tank top remains unforgettable — super effective.
Revisiting Sensuality in Advertising
This latest push from American Eagle marks a significant shift after years of more subdued marketing. At the end of the day, sex does move products. Attractive models can influence everything — from men’s deodorants to women’s sports leagues, as seen with athletes like Sophie Cunningham.
Calvin Klein established the sexy advertising trope over four decades ago. In the 1980s, they showcased Brooke Shields asking, “You want to know what happens between me and my Calvin? There’s nothing.” This 15-year-old’s controversial statement made waves, paving the way for the “Hot Girls in Jeans” trend. From Calvin Klein’s risqué jean ads to models like Kate Moss and Anna Nicole Smith channeling Marilyn Monroe, this strategy has resonated.
Abercrombie & Fitch added to the mix by showcasing sexy models alongside preppy looks, with a focus on shirtless men captured in black-and-white images by Bruce Weber. CEO Mike Jeffries famously insisted on hiring attractive staff to enhance the shopping experience.
The Shift Towards Inclusivity
However, as societal views evolved, so did corporate America, leading brands to pivot away from traditional sex appeal. The backlash against campaigns featuring figures like Dylan Mulvaney has been severe, contributing to Bud Light’s sharp decline in sales—reportedly over 20% in recent times.
Back to Basics?
In the wake of declining sales and damaged brand images, American Eagle seems to be rediscovering that sex appeal sells. A noticeable increase in stock prices reflects this trend, while other brands, even Nike, appear to be reawakening to similar marketing tactics. For instance, their recent campaign featuring golfer Scotty Scheffler emphasized family values.
Another adage in marketing? Incorporate cute visuals—think puppies or babies. The ad with Scheffler holding a baby is undeniably charming.
Contrastingly, Nike’s previous campaign featuring Mulvaney fell flat. It begs the question: has Nike really shifted their focus? Perhaps they were never fully committed to that direction in the first place.
Reassessing Marketing Strategies
As Clay Travis famously remarked, “The two things I believe in 100% are the First Amendment and boobs.” This straightforward observation might stir debate, yet it underscores a reality: appealing imagery resonates. Breast augmentation surgery has seen consistent growth since 2020.
American Eagle’s collaboration with Sweeney is not about promoting a “body positive” image, and honestly, that’s alright. It’s effective. I wouldn’t be surprised to see other brands take notes on this approach.
This shift back to basic marketing pushes brands to confidently embrace conventional ideas without trepidation. The hope is this trend will inspire a wave of advertisements that quietly undo the failed “body-positive” efforts of the past to return to what genuinely works. It seems brands that chase social justice are collectively breathing a sigh of relief, even if they won’t admit it out loud.
