TOMS unveiled its SS24 Wear Good campaign.
Partnering with champions of mental health, TOMS brings its mission to life through a diverse lineup of mental-health advocates across various industries, including musician MILCK, designer Christian Cowan, licensed therapist Jacqueline Garcia, podcast host Tay Lautner, breathwork facilitator Millana Snow, and co-founder and CEO of Wondermind Mandy Teefey.
Set to go live across social media, streaming services, influencer campaigns, and SMS & email channels on April 16, the 360-degree campaign reaches the TOMS target customer – someone with a strong sense of self and style that transcends trends, and who leads with an empathetic and action-driven mentality.
They shop in alliance with their values, rather than what’s popular only in the here-and-now.
Through tapping into real mental-health advocates that are in the public eye, TOMS aims to empower their consumers to see themselves in the campaign: imploring them to show how and why they choose to Wear Good.
Reimagined and perfected in 2023, TOMS tagline Wear Good reaffirms the brand’s commitment to donating 1/3 of profits for good – namely by helping fund access to mental health resources for the millions of people who need them. Those featured in this season’s campaign showcase both a unique sense of style, prioritizing comfort and accessibility, and share their unique and personal stories related to mental health and what actions they take to support their mental health.
“We are building connection with the TOMS community through our new tagline – Wear Good,” says TOMS Chief Brand & Impact Officer, Amy Smith. “TOMS has always been in business to improve lives, and the impact we’re able to make is all thanks to our customers purchase. When folks choose to wear TOMS, they show they choose to Wear Good.”
