The Coachies

Little bags with lots of personality.

Designed to bolster awareness of our (usually faceless) Rogue bag, the Coachies come in five ‘flavors.’ Based on their names and likenesses, I shaded in personality traits, astrological signs, catch phrases, even what they carry. Once Sparkie, Groovie, Sweetie, Dreamie and Winkie were fleshed out as characters, we knew we had to bring them life, so we worked with creative studio Animal to produce an animated short that put them in the spotlight.

When you have a lovable cast of characters, you can’t help but pick (and hopefully buy) a favorite. This was key to our strategy, and we played it up with Instagram filters and a cheeky personality quiz that lived on our site.

We leaned into the novelty of the product with an email campaign that made ‘personality’ the key selling point.

• Senior Copy Manager: Jon Roth

• Director, Creative Content: Lance Gorton

• Deputy VP, Creative Content: Jonathan Bailey

• Senior Director, Concept and Editorial: Emma Ciufo

• Global VP, Copy and Editorial: Melissa Dick