TOUS: 40 YEARS CELEBRATING YOU

As a student at Istituto Marangoni Miami, I was tasked with creating a campaign for TOUS aimed at attracting younger audiences, shifting the brand’s iconic bear from a “cute” to a “cool” perception, while increasing brand awareness in the U.S.

Through extensive research into TOUS’s brand identity, heritage, and the U.S. jewelry market, I identified key opportunities and areas for improvement. Based on these insights, I developed the “40 Years Celebrating You” campaign, which engaged consumers through a culturally relevant and interactive experience.

The campaign allowed customers to personalize jewelry and accessories with a variety of 40 bear pendants, creating unique combinations that reflected individual style while remaining accessible within an accessible price range. To bring this concept to life, I implemented a full-scale marketing approach, including website development, social media, and influencer partnerships, highlighting how TOUS and the bear celebrate self-expression and personal identity.

By combining personalization, cultural relevance, and trend-forward visuals, the campaign successfully repositions TOUS as a brand that is both contemporary and meaningful, capturing the attention of younger audiences in the U.S.