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Confetti Katie Can鈥檛 Stop Going Off in TK Maxx in New Brand Campaign from Howatson+Company

26/03/2023
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TK Maxx and Howatson + Company can't stop, won't stop with newest addition to Abso-TK-lutely campaign

Following the launch of Abso-TK-lutely at Christmas, TK Maxx has followed up with a new brand campaign via Howatson+Company. 

It celebrates the unique shopping experience of Australia's only off-price retailer; getting your hands on big brands at small prices. For one shopper, it鈥檚 too exciting. Every time Confetti Katie sees the quality and the price, well, she goes off. 

You鈥檇 think after one shopping experience she鈥檇 stop, but the value is so good she comes back with friends, for gifts, winter jackets and more, and never stops popping.

OOH continues the campaign with a bold new visual identity for the brand that will be applied across all consumer touchpoints.

The campaign will run across TV, cinema, radio, OOH and social. 

Tony Dunseath, VP marketing, says 鈥淭urning the price ticket and discovering TK Maxx value is a unique shopping experience. The feeling of discovering that piece of everyday magic comes to life in these spots, and the new visual Identity." 

Jeremy Hogg & Richard Shaw, executive creative directors at Howatson+Company adds, 鈥淎fter launching the new brand platform with Uncle Simon at Christmas, it鈥檚 great to see the personality of the brand come to life across every format. We鈥檙e excited by what鈥檚 next. Plus, it was pretty fun to make a human explode in confetti.鈥


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