Sure, an earlier attempt to rebrand itself as “The Shack” was a disaster, but that was all the way back in 2009 — a virtual millennium ago for millennials. So Radio Shack is trying to reinvent itself once again, this time giving a full overhaul to its stores. According to Advertising Age, “RadioShack is looking to make stores destinations with interactive experiences and products grouped by brand instead of category.” It’s also relying on that most time-tested of advertising chestnuts: Sex sells. So far, the company has debuted a new tagline, “Let’s Play,” the hashtag #UWantIt, and an ad featuring a bunch of girls gyrating around in lingerie to the Robin Thicke song, “Blurred Lines.”
Millennials Wanted: 10 Classic Brands Being Tweaked to Appeal to Young Consumers
With a nip here and a tuck there, Madison Avenue is putting new faces on old brands that young shoppers tend to disdain as, well, just too old-fashioned.