When it comes to marketing, perception is everything. That especially holds true for younger consumers, whose purchases double as personal statements. Recognizing that its products were perceived as comfort wear for an older crowd, Dearfoams tapped Graphica to develop an ad campaign more fitting for a younger audience. With a fresh take on the slipper, Graphica remade the Dearfoams brand image into a sleek, sexy accessory.

Every ad was structured to maximize its stopping power. Graphica stripped away the traditional home setting into a simple, clean environment that focused on younger models and the hip footwear they sported. Provocative photos, edgy cropping, contemporary colors and generous white space created impact and drama. Cropped legs added a touch of quirkiness while showcasing the range of products offered by Dearfoams.

By presenting Dearfoams as silky, fun accessories, the ad campaign clearly illustrated that these aren’t your mother’s slippers. With their high impact feel and intriguing imagery, the ads remade the Dearfoams personality into an image that appealed to younger audiences. Fresh and smart, the campaign successfully shifted the focus on Dearfoams from cold-weather afterthought to a hot personal statement.