With the growing importance of millennial target groups and the rise of new competitors, Samsonite had to rejuvenate its brand image without losing touch of its heritage, authenticity, and drive for innovation.
Our challenge was to find a way to connect with the millennial mindset and translate that into a global story.
We learned that people with a millennial mindset, regardless of their age, are more active than ever. They travel more and to distant locations. They combine business and leisure travel. In their daily lives they mix activities and means of traffic.
Today’s urban nomad generation has a desire to see and do more. Our key insight was that being on the go has become a lifestyle. It defines who you are as a person. You are not a homebody. You are an active person. And cities are the places where it all happens.
As a brand we had to show we understand that people are born to go – and that we as a brand were born to go too and know that living an active life is exciting – but it can also be exhausting. That’s why we focused on making heavy travelling light, so that you can keep on moving, exploring and enjoying.