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Britney Spears

Strategic Insight

Fans love Britney. With her Las Vegas residency in full swing, Britney was looking to launch a vehicle for a licensing. To help, we needed to help codify the potential licensing outlets and convey how each represented the different phases of her career. We identified the eras as “Classic Britney” and her newer, more lifestyle focused persona “Dance Through Your Day and Into the Night” we created a brand book that governs different eras of Britney and set up merchandise in the categories to help provide thought starters and guidance for potential licensees wanting to share the love.