How Carter’s is refreshing its brand to reach Gen Z, millennial parents
An identity overhaul, inclusive of a new logo and revamped social media strategy, is showcased in a campaign that is rooted in self-expression.
Carter's is launching a campaign called "Watch Them Glow" to reconnect with Gen Z and millennial parents, while staying true to its 161-year history. The campaign's identity refresh includes a new logo featuring a shooting star symbolizing children's light and a script inspired by older Carter's logos. The refreshed brand message, "let every child's light shine," is designed to resonate with parents who are raising their children differently than they were raised, according to Pew Research Center data.
The campaign will debut with a 60-second spot across connected TV, digital, and social channels, followed by multiyear partnerships with organizations supporting children and families. Carter's is also introducing a creator program called Light Makers, which aims to celebrate individuals fostering the best outcomes for children and provide a trusted voice amid social media's overwhelming information.
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