American Eagle's Gen Z Marketing Secret

Welcome back to The Friday Fortune, where we’re here with your weekly dose of impossible-to-ignore marketing insights—something a little fresher than the usual inbox fare.

Each Friday, we bring you the latest wisdom from top CMOs, marketing pros, and a few other genius-level minds.

From bold brand moves to practical, actionable tips, we’re here to show you how to make your marketing a little more memorable—and yes, we’re still keeping it light because ROI pairs best with a side of humor.

Here’s what we’ve got for you today:

• A sit-down chat with American Eagle CMO, Craig Brommers

• A ‘moldy’ ad that drove $40 million dollars in earned media

• A feel-good fortune cookie story that will pull at your heartstrings

📈 Marketer of the Week

If there’s anyone who knows how to connect with Gen Z while keeping an iconic brand relevant, it’s American Eagle’s CMO, Craig Brommers.

Brommers’ career took off with a love for standout campaigns. Growing up in the 80s and 90s, he was inspired by iconic ads from brands like Calvin Klein (where he eventually worked), which taught him that great brands are built on memorable stories. From an Olympics campaign for Speedo to modernizing Calvin Klein’s social strategy, Brommers has spent his career pushing brands into new territory by blending heritage with innovation.

At American Eagle, Brommers has taken that same approach, reviving the early 2000s tagline “Live Your Life” and giving it a Gen Z spin. His approach? Engage his Gen Z-heavy team and tap directly into the interests of their audience. To keep things relevant, Brommers helped create a “My AE” influencer program that draws insights from thousands of store associates who represent Gen Z firsthand.

Craig’s Takeaway:

“I believe my role is more about empowerment… allowing my mostly Gen Z team to take risks and push boundaries. You can’t rely on command and control when your customer is calling the shots on social media. We have to show up where they are, with content that feels like it’s coming from them, not a boardroom.”

By putting the brand’s content in the hands of those who know the audience best, Brommers has kept American Eagle relevant and relatable. He’s also leaned into IRL activations that offer immersive, sensory experiences—from daytime discos in Brooklyn to denim pop-ups in Austin—all designed to give Gen Z customers a brand experience they can feel.

Action Step:

When planning your next campaign, try taking a page from Craig’s playbook. Start by tapping into insights from your frontline team or audience—those who interact with the brand daily.

For instance, if your audience is Gen Z, ask team members in that age group to contribute content ideas or even co-create pieces directly. Encourage them to create “self-shot” content or source user-generated content that aligns with current trends. Instead of polished ads, experiment with informal, relatable posts that match the feel of TikTok or Instagram Stories.

To hear more from Craig’s journey and how he’s keeping American Eagle at the center of youth culture, tune into the full episode of CMO Weekly.

🥠 The Cookie Jar

Crack open a handful of the week’s best marketing links—because good fortune favors the curious.

• This moldy ad made Burger King $40 million. What happens when you show your food looking less than appetizing? For Burger King, it was $40 million in earned media. By showing a Whopper slowly decaying to make a bold point about their preservative-free ingredients, they turned “going moldy” into a viral success.
  

• Calm’s Silent Election Night Spot was Back. Once again, Calm countered the chaos of election night with 30 seconds of pure silence—a reminder to “take a moment” that stood out amidst a sea of intense ads. In 2020, this strategy boosted Calm’s Twitter mentions by 248%, and the 8-hour YouTube version saw a stunning 58 million views.
  

• The Streaming Giants are All In on Experiential Marketing. As the streaming wars rage on, Warner Bros., Netflix, and Prime Video are diving into experiential marketing to keep viewers hooked. From immersive pop-ups to themed events, these brands are creating spaces where fans can physically step into their favorite shows and movies, deepening engagement beyond the screen.
  

• This 14-year-old has taught financial literacy to over 20,000 kids because of a fortune cookie. What an incredible story and testament to the deep emotional connect people have with their fortunes.

That’s a wrap for this week’s Friday fortune.

If you enjoyed the read, pass it along to your favorite marketer who could use a little extra inspo in their inbox.

Until next time, may your marketing be memorable and your cookies always be fortunate!

— The OpenFortune team