Rothy's Bag Launch

To celebrate a brand new category for rothy’s, handbags!
The strategy surrounding the launch of bags was to unravel the narrative of the introduction of marine plastics into our already recycled “pet” plastics, this new innovation played a key role in the marketing of the bags. In addition, several marketing initiatives such as; out of home, new york times partnership, and celebrity seeding played a key role in gaining fashion credibility / brand awareness and acquiring new customers.