![]() The implicit message? Now that students are back in the classroom, those go-to sweatpants that have dominated for the last 18 months of Covid and remote learning might just get kicked to the curb in favor of fun new styles-denim in particular. And with the return to in-person learning, American Eagle is leaning in to the denim category. In a 30-second spot featuring singer Addison Rae and actors Caleb McLaughlin, Jenna Ortega, Chase Stokes, and Madison Bailey, the message is clear: this fall, students can at least look forward to the joy of being in the same room with their friends at school. Jeans Forever underlines the brand’s established mission of positivity. The American Eagle campaign Future Together. Read on to learn how some brands are navigating this delicate situation in their back-to-school digital marketing. Brands find themselves in a situation awkwardly similar to what they faced in 2020: welcoming kids back to school during an uncertain year. But for kids, there isn’t necessarily a clear-cut “back to normal.” Although teens can be vaccinated, there is no vaccine ready for kids under 12, and the Delta variant is emerging as a real threat. On the one hand, the proliferation of vaccines has created a certain sense of Covid-19 being sometime we can live with. How Businesses Are Navigating Back-to-School Season with Digital Marketing by Max Petrungaroīack-to-school season is complicated this year. ![]()
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