The iconic brand ushers in a new creative approach and style-forward direction with its “Today is Someday” campaign
The campaign reflects a bold new direction for the more than 125-year-old brand, introducing a modern, style-forward approach just in time for the watershed 2021 back-to-school shopping season. With this brand campaign, OshKosh B’gosh is unveiling a back-to-school assortment that highlights both timeless and trend-forward styles alongside a bold new brand identity.
With Today is Someday, OshKosh B’gosh spotlights notable trailblazers as children in a series of powerful vignettes celebrating their confidence and determination. Viewers will hear inspiring inner monologues from Ali, Carey and Outkast as children, dressed in OshKosh B’gosh, encouraging the next generation to dream boldly about who they’ll become someday.
Each advertisement was meticulously scripted and styled, honoring Ali, Carey and Outkast’s personal childhood experiences, like the red bicycle in Ali’s ad, the theft of which is known as the inspiration that led him to the boxing ring. Outkast’s spot in particular nods to the duo’s beginnings in
The new campaign also features Mariah Carey’s own daughter,
“This campaign represents a new, fresh take for OshKosh B’gosh -- one that bridges past to present and champions the dreams, courage and determination of children,” said
“Muhammad used to say, ‘don’t count the days, make the days count.’ This is how he lived his life, and it's the message at the heart of this campaign that we wish to pass to the next generation of kids daring to dream big,” said
“As a little girl, I was determined to realize my dreams. Now as a mother, it brings me so much joy to see my children visualize and develop the dreams they hold in their own hearts. We did the campaign because we love the message of empowering kids to dream boldly and blaze their own path,” said
“It was fun to be part of this campaign, for a brand that was part of our childhood,” said André 3000 and Big Boi, Outkast.
With a robust investment spanning digital, connected TV and social, OshKosh B’gosh’s new Today is Someday campaign will debut
OshKosh B’gosh is also leveraging its significant retail footprint to promote the brand campaign in its stores as well as online on OshKosh.com and owned social channels.
This is the first retail creative work from OshKosh B’gosh’s new creative agency, Majority, an
View the Today is Someday spots on the brand’s YouTube channel here.
- Carter’s, Inc. In-House Team
Creative Agency: Majority
- Production: Prettybird
Media Agency: Merkle
About Carter’s, Inc.
Carter’s, Inc. is the largest branded marketer in
Senior Director, Public Affairs
Source: Carter’s, Inc.