How do you promote a signature product, appeal to Gen Z, all the while living up to your brand promise: Courage to be real?

For Coach it meant turning the cultural phenomenon “What’s in your bag?” on its head. Instead of focusing on the physical objects we carry, why not speak of the emotional things we carry: dreams, experiences, and aspirations. Because at the end of the day, emotional baggage is not always negative, it is those experiences that give us the courage to be real.