kirkland Signature
Cult classics.
People think of Costco as a meat-and-toilet-paper palace, not a style destination. Wearing Costco’s in-house brand, Kirkland Signature, is a sign you’ve given up. But wait, why? These garments look great, last for decades, and are virtually indistinguishable from any other brand-name item in your closet.
Let’s show the masses what they’re missing by positioning Kirkland as the king of post-ironic fashion—a high-quality cult classic.
We’ll kick off the campaign with billboards in major cities across the U.S. The suburbanites are already on their Costco grind—but the city folk are unenlightened. Until now.
These OOH will debut the first look at Kirkland’s new, limited-edition fashion line: The Card-Carrying Member Collection.
oOH
Kirkland’s embracing the camp of the Costco cult with a line of premium denim jeans, jackets, and more featuring a transparent pocket designed to proudly display your Gold Star Member card (and, of course, streamline the Costco entry process).
Provocative copy and clean visuals make one thing very clear: despite the luxury look of the new collection, Kirkland is the anti-status symbol. “Members-only” anything usually comes with some high-brow mystique, but Costco’s as accessible as it gets.
Costco’s free monthly magazine for its Executive members, Costco Connection, is the third-largest magazine in the country, with a circulation of nearly 16 million. Ahead of the launch, we’ll generate buzz among the Costco superfans with a Kirkland Signature takeover issue highlighting the new collection.
Social Media
Kirkland will roll out its first influencer campaign, gifting PR packages featuring the limited-edition “Card-Carrying Member” line of denim to influencers across a wide variety of niches and followings–from The Costco Guys to TikTok style icons, from bachelorette parties to comedy groups.
Activations
For a limited time only, Costco’s making Kirkland’s cult favorite clothing pieces available to non-members at a series of pop-up sample sales in major cities across the country.
Costco-curious shoppers can finally see what all the fuss is about—and members can be the first to purchase items from the new Card-Carrying Member collection.
To cement Kirkland’s new place in the fashion industry, The Card-Carrying Member launch will culminate in a runway show during LA Fashion Week held in the cavernous halls of a Costco warehouse, attended by fashion publications, influencers, and celebrity Costco enthusiasts.
Copywriter: Me
Art Direction: Stephen Shynes