Observed Signal · Aug 17, 2026 · Product Launch · Source: The Drum · Impact: 1/5 · Sentiment: Neutral
OshKosh revives 1980s ad for CTV campaign
OshKosh B’gosh marked its 131st birthday on July 13 by launching 'Say It Your Way,' a nostalgia-driven advertising campaign inspired by its 1980s 'Kids Say OshKosh B’gosh' commercial. The new creative, developed by OshKosh’s internal marketing team and produced with longtime partner Westy Productions, adapts the original idea for connected TV (CTV), streaming and social, and will run through the end of the year. Aubrey Corey, vice-president of brand marketing at Carter’s, said the brand mined its archive to find an idea with lasting emotional resonance rather than recreate the old spot shot-for-shot. Carter’s acquired OshKosh in 2005; the brand was founded in 1895 and its overalls remain a key product identifier.
Brand-level creative/campaign launch for a legacy consumer apparel brand adapting an archival idea for CTV; relevant to marketers and creative production but has limited impact on broader AdTech infrastructure or market dynamics.
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Key Takeaways & Evidence Grounding
- OshKosh B’gosh turned 131 on July 13, 2026 and launched the 'Say It Your Way' campaign.
- 'Say It Your Way' is inspired by the brand's 1980s 'Kids Say OshKosh B’gosh' commercial but is not a shot-for-shot remake.
- The campaign was created by OshKosh’s internal marketing and creative teams and produced with Westy Productions.
- Carter’s acquired OshKosh in 2005; Aubrey Corey is vice-president of brand marketing at Carter’s.
- The campaign is the brand’s first dedicated connected TV (CTV) effort of this era and will run across CTV, streaming and social through the end of the year.
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1 Entity mapped“For Aubrey Corey, vice-president of brand marketing at Carter’s, who joined the company after 13 years at Nike, the archive offered somethin...”
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Carter's Relies on Data and Nostalgia to Stay Relevant
At Brandweek 2026, Carter's global VP of brand marketing Aubrie Corey and Zappi CMO Nataly Kelly discussed how the 161-year-old brand stays relevant. The strategy combines generational insights with a constant pulse of consumer data. Carter's recently launched a brand evolution targeting Gen Z parents, who favor self-expression over the 'mini me' style of the past. The brand also tapped into nostalgia with the OshKosh Reissued Collection, reviving 1980s and 1990s styles, and partnered with Umbro for World Cup-themed clothing. Kelly emphasized the need to centralize customer signals from siloed systems to effectively anticipate consumer trends.
Carter's Brand Refresh Targets Gen Z and Millennial Parents
Carter's has unveiled its first major brand refresh since 2000, aimed at appealing to Gen Z and millennial parents. The refresh includes a new logo (with an apostrophe replaced by a shooting star), a new visual identity, and a brand commitment: 'to let every child's light shine.' The accompanying 'Watch Them Glow' campaign launched on September 16, 2026, features a 60-second commercial on CTV platforms like Nexxen, Roku, Disney+, and Hulu, as well as digital and social channels. The campaign emphasizes self-expression and individuality, supported by Pew Research data. Carter's also introduced a creator program called 'Light Makers' with up to 15 Glow Grants in the first year. The rebrand follows new CEO Sharon Price John's appointment and increased marketing spend, contributing to a 5% net sales increase in Q2 2026. Partnerships with Outward Bound and Boys & Girls Clubs of America support children and families.
Ads of the Week: Creative Campaign Highlights
The Drum roundup (published 2026-06-19) highlights recent creative advertising work: Carter’s ran a ‘Dadfirmation Station’ hotline for kids to record affirmations for fathers (June 15–21); Fabletics handed a World Cup-themed film to twin directors JaBari and Malik Williams; Deion “Coach Prime” Sanders fronts Depend’s Real Fit packaging and a campaign urging men to get screened following his 2025 bladder‑cancer surgery; Molson distributed disposable cameras across Canada to build a Canada Day film from user-shot footage; Sixt installed an eight‑metre meerkat sculpture at Düsseldorf Airport as an OOH activation; Disney extended its Movie Moments hospital programme with Toy Story characters delivering x‑rays; and John Malkovich starred in a six‑minute romcom made for Croatia’s tourist promotion. The piece frames these as creative approaches that prioritise authenticity, creator authorship and experiential spectacle.
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