TOMS 20th Anniversary: Reintroducing an Icon
TOMS marked its 20th anniversary with The Joy We Share, using the milestone to bring its most recognizable product back into focus.
The launch centered on limited-edition collections tied to archival styles, reintroducing a silhouette that resonated emotionally with consumers.
Fronted by Hannah Bronfman and her family, the campaign moved the story beyond product alone, leaning into the brand’s values of shared joy, storytelling, and community.
How I Structured the Launch
I led media strategy and outreach, structuring the launch around the anniversary as a product moment rather than just a campaign narrative.
The approach prioritized the collection first, using the return of core styles to anchor coverage, then expanding into talent and imagery to extend the story.
Messaging stayed focused on the products, the brand’s legacy, the return of core styles, and how the collection reflects how people wear TOMS today.
Coverage was sequenced across fashion, retail, and broader lifestyle media, allowing the story to scale from product coverage into wider cultural alignment without losing focus.
Coverage & Response
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Coverage & Response 〰️
Coverage led with the return of the Alpargata and other archival styles, driving both product-focused and brand storytelling.
As the campaign evolved, media expanded into talent-driven features around Hannah Bronfman and her family, connecting product to emotion.
The combination of recognizable product and talent-driven storytelling allowed coverage to move seamlessly between shopping-driven and broader lifestyle narratives, driving visibility without diluting the core message.
The Outcome
The launch reintroduced TOMS through product in a way that felt current, not archival, shifting the brand back into active retail and fashion conversations.
Coverage spanned both immediate product visibility and broader brand recognition, allowing the anniversary to function as more than a milestone, but as a reset in how the brand is seen.
