Gap brightens color palette in ads aimed at mainstream;White-washed campaign axed; TV commercials tell new `Story'.(Brief Article)(Statistical Data Included)

From: Advertising Age | Date: March 20, 2000| Author: | Copyright information

The Gap is embarking on a new, more colorful advertising direction that takes its cue from the Broadway musical "West Side Story." Gone is the signature all-white background in the new Gap campaign breaking on ABC's Academy Awards broadcast. The effort now focuses more on mainstream faces and a more diverse mixture of clothing in a bid to draw in consumers who may have been turned off by Gap's earlier approach. "The Gap's marketing campaign of spring to fall 1999 was notable for reducing its valuable, broad appeal by focusing too narrowly on an edgy, youth-oriented image," said ...

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