50 Years of Summer

Campaign Overview

Celebrating 50 Years of Iconic History

Working closely with the founder, I managed the creative direction for this campaign and oversaw the deliverables completed by an agency.

The goal of this campaign was not only to reinforce Panama Jack as a heritage brand and authority in the lifestyle space in the eyes of consumers, but to also seize the opportunity to introduce ourselves to new demographics.

We are at an opportune time in the digital landscape where throwback content is not only nostalgic for those who participated in it, but "retro" or "vintage" content is also popular among younger age groups. We wanted to use this opportunity to encourage the sharing of stories.

This campaign consisted of two phases. Phase one included a special anniversary logo, a quick but impactful revamp of the "About Us" page on the website, in addition to an integrated digital marketing campaign across email and social media. Phase two brought limited edition products, a secondary email campaign and an engagement-driving giveaway on social media.

Campaign Phase 1

Special Anniversary Logos

"About Us" Page Revamp

With 50 years of history as a well-known brand in the Southeast, Panama Jack was understood by those who already had familiarity with the company, but it did little to properly introduce itself to new customers.

The golden anniversary posed the perfect opportunity to remind our existing customers of why we do what we do, and to better introduce ourselves to those discovering the "Panama Jack kind of lifestyle"

Because Panama Jack is such a multi-faceted brand with various product categories, sales channels and a varied customer based, it was important to get the messaging of this campaign just right. Although our previous "About Us" page featured a poem representative of the brand and written by the founder himself, the page did not effectively communicate page visitors about the brand. The new copy is a brief and easily digestible snapshot into the history of the brand, what we do, and how thankful we are to the community.

Key Components:

Copy that clearly communicates the history of the brand and what we do.
Interactive timeline of brand milestones, further reinforcing Panama Jack as a heritage brand.
Video showcasing "The Evolution of the Man" - showing how the logo has evolved over the last 50 years.