New Celio Smiley Line Connects At Retail With Positive Emotion

The Smiley Company - June 2020

As retail stores around the world start reopening their doors post Covid-19 lockdown, Celio launched a timely campaign to celebrate positivity. By pairing a trending men’s capsule line, with an uplifting campaign at retail that is raising vital funds for a leading charity – Celio and Smiley have created a campaign that will connect at retail with positive emotion, a prominent post-pandemic trend.

Michaela Fass, SVP Fashion at Smiley, said, “As the original good news brand, our message is more important than ever today and our partners are embracing the way they can connect authentically with emotion, context, and humanity through Smiley. With consumers today craving good news and seeking happiness in these difficult times, this campaign could not be more timely and sets a benchmark for how Smiley can seamlessly integrate stylish products, with an uplifting marketing message and a charitable purpose. This integrated approach will become more key as the future of retail evolves post-pandemic.”

The collections itself plays on Smiley’s good vibes heritage, with positive and uplifting slogans, including “Have a Nice Day” and “Thank You” played out on a range of tee shirts, hoodies, shirts and socks. With subversive Smiley graphic executions on a preppy style casual separates and featuring a limited-edition mash-up of both brand logos.

While at retail, the campaign is supported by a high visibility marketing campaign, which includes Smiley video's in-store and bespoke window displays. While giant Smiley sculptures featuring the exclusive Celio X Smiley identity are prominent, spreading cheer and creating the perfect Insta moments for those venturing out at retail.

Proceeds from the partnership will go towards Cékedubonheur, who contributes to improving the quality of life for hospitalized children and young adults.

The collection is online now at www.celio.com/Collabs/c/FR_HAUTS_TEESHIRTS_IMPRIMES_MESSAGE