MULBERRY

Softie

A campaign you'll want to touch.

The task

To make the Softie one of the top 5 bag families at Mulberry within 18 months of launch.

The zig

Continuing to embrace social distancing at the tail end of the pandemic.

the Zag

Encouraging people to touch again, so they can truly appreciate the visceral feeling of the Softie.

the outcome

This ASMR-inspired global campaign helped Mulberry touch new heights, with its highest social engagement ever.

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