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The inside story of Sydney Sweeney's 'Great Jeans' — and why American Eagle ignored crisis comms

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Manage episode 515326464 series 3579301
Content provided by Semafor and Semafor Podcasts. All podcast content including episodes, graphics, and podcast descriptions are uploaded and provided directly by Semafor and Semafor Podcasts or their podcast platform partner. If you believe someone is using your copyrighted work without your permission, you can follow the process outlined here https://podcastplayer.com/legal.

American Eagle’s summer campaign with Sydney Sweeney blew up in ways no one could’ve imagined – but chief marketing officer, Craig Brommers, knew they were going to hit a cultural nerve. This week, Ben and Max bring on the AE CMO to give us an inside look into the “Great Jeans” campaign, what he made of the controversy that surrounded it, and how Donald Trump and JD Vance boosted their sales. They also discuss how marketing today is like running an entertainment company, why he ignored the advice of what he calls the “crisis communication industrial complex,” and whether their campaign with Travis Kelce was timed to Kelce’s engagement to Taylor Swift.

Sign up for Semafor Media’s Sunday newsletter: https://www.semafor.com/newsletters/media

For more from Think with Google, check out ThinkwithGoogle.com.

Find us on X: @semaforben, @maxwelltani

If you have a tip or a comment, please email us [email protected]

  continue reading

72 episodes

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iconShare
 
Manage episode 515326464 series 3579301
Content provided by Semafor and Semafor Podcasts. All podcast content including episodes, graphics, and podcast descriptions are uploaded and provided directly by Semafor and Semafor Podcasts or their podcast platform partner. If you believe someone is using your copyrighted work without your permission, you can follow the process outlined here https://podcastplayer.com/legal.

American Eagle’s summer campaign with Sydney Sweeney blew up in ways no one could’ve imagined – but chief marketing officer, Craig Brommers, knew they were going to hit a cultural nerve. This week, Ben and Max bring on the AE CMO to give us an inside look into the “Great Jeans” campaign, what he made of the controversy that surrounded it, and how Donald Trump and JD Vance boosted their sales. They also discuss how marketing today is like running an entertainment company, why he ignored the advice of what he calls the “crisis communication industrial complex,” and whether their campaign with Travis Kelce was timed to Kelce’s engagement to Taylor Swift.

Sign up for Semafor Media’s Sunday newsletter: https://www.semafor.com/newsletters/media

For more from Think with Google, check out ThinkwithGoogle.com.

Find us on X: @semaforben, @maxwelltani

If you have a tip or a comment, please email us [email protected]

  continue reading

72 episodes

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