The Background: Since I oversaw all promotional copy at Fossil, I was tasked with revamping our sale events — with the end goal of making them feel more elevated. The first promotion I worked on through this new lens was our 2025 Valentine’s Day event.

The Challenge: Most recently, Fossil had been very promotional, so sales didn’t feel particularly special anymore. New direction from leadership explained that future promotions would be fewer and farther between. This meant that all copy going forward would need to express how special sales were when they did actually happen.

In addition, when I started this project, Fossil had just undergone a voice & tone rebrand. This was the first larger promotion I worked on using that new strategy.

The Solution: Partnering with an ACD, I created on-brand, upscale (and occasionally humorous) copy for the 2025 Valentine’s Day promotion. I named it the “Gifts To Love Event,” which was well-received by executive leadership and used as an example for future promotions.