Allison McKeever

Sticker Campaign - In our ads we created the headline to read I think _____________ . I Wear Sameunderneath. I believe _____________. Consumers were too fill in the blanks with their own think and believe statements that reflect their own personal values and those of Sameunderneath. The campaign starts with the stickers, which are passed out at Sameunderneath stores.

Bamboo Planter - The planters served as an educational tool teaching the consumer about Sameunderneath’s earth conscious decisions. The planters had a Believe statement and a disclaimer reading, Sameunderneath fashions its clothing out of bamboo fibers. Bamboo is sustainable and 100% biodegradable. A call to action to the Sameunderneath website was also on the planter.

Chalking Campaign - The goal was to have chalk “Believe” statements written in strategic places around key markets in the West Coast. The chalking campaign placed the brand message right in front of the consumer and drew their eye because it was visually intriguing. The Believe statements had a call to action directing consumers to the Sameunderneath website.

Employee Brand Book - It is important for Sameunderneath to provide branded messages to its distributors so customers coming into the store will have immediate answers as to who, what, and why the Sameunderneath brand is. The employee brand book was given to all Sameunderneath employees and distributors to educate them about the values and philosophies that Sameunderneath stood for. The back of the book includes a fold-out planogram that depicts the way the in-store displays were to be set up.

Hang Tags - The hang-tags informed the consumers about the business practices, beliefs and materials Sameunderneath uses in their clothing. This was a brand touch point that involved consumers with the Sameunderneath movement. The hang-tag had a peel-away sticker that was the same as those from the Sticker Campaign. The hang-tag was an extension of the campaign furthering the reach of the message.

Awarness T-Shirt - The shirt was to be sold at Sameunderneath stores with 15% of proceeds going to a cause chosen by Sameunderneath. The T-shirt acted as a personal brand touch point that connected with consumers on a deep, personal level because it had a branded message on the inside of the clothing with the phrase, We are Sameunderneath. Those who boughgt the T-shirt were a part of the exclusivity of understanding exactly what the Sameunderneath brand stood for; social awareness.

Branded Clothing - We suggested putting the Sameunderneath logo in a consistent spot on all clothing. The logo was embroidered in the same color of the clothing. This helped people recognize the clothing as Sameunderneath, and created consistent branding for all Sameunderneath products. We also suggested making their shirts tagless to help reduce the amount of materials used on tags.