Tommy Bahama’s new tagline: ‘Drink ’em with or without bait.’
A brand's attempt to be both a lifestyle and a souvenir.
The story
Tommy Bahama is partnering with Ray's Hometown Bar for a Miami pop-up, featuring limited-edition clothing and themed events, aiming to bring an 'island vibe' to the city.
Source: wwd.com
Our reading
Tommy Bahama is so committed to the island vibe that it’s now selling beach chairs and umbrellas to hotel guests, as if they’re not already on vacation. The brand’s new marlin logo now includes the tagline ‘Drink ’em with or without bait,’ which is either a bold statement or a very specific kind of marketing. The partnership with Ray’s Hometown Bar seems to be less about authenticity and more about creating a version of ‘tropical’ that’s easy to buy, easy to wear, and easy to forget. If you need a beach chair, you’re already on vacation. If you need a Tommy Bahama shirt, you’re already in the mood. The real question is: who’s the target audience for a brand that’s trying to be both a lifestyle and a souvenir?
