We’ve all seen them: What’s in my bag-videos. The global mainstream content trend where the latest iPhones, keychains and lip balms are pulled out of handbags by celebs, influencers and tik tokers.
In order to establish Coach’s Tabby bag as an icon in tune with the values of the next generation, this campaign puts an emotional twist on this trend. Instead of showing off the physical items we carry in our bags, this campaign puts the spotlight on what we really carry through life as humans. Stories about the defining struggles, battles, setbacks and victories that defines us. Because Tabby is the bag that carries it all.
Just hours after the campaign was launched, people around the world started creating their own #InMyTabby content. Apparently, the need to share your deeper story is at least as urgent as the need to share your new AirPod case.
By exploring themes such as self-doubt, fallen dreams and inner ambitions, the #InMyTabby campaign connected the product emotionally with its consumers – something that is rarely seen in the category of fashion bags.