Mariah Carey’s 10-year-old daughter, Monroe Cannon, appears in her first-ever brand campaign for heritage children’s brand OshKosh B’gosh. Called “Today is Someday,” the back-to-school initiative highlights timeliness and trend-forward styles alongside “inspiring inner monologues” from Carey, Muhammad Ali and Outkast as children.
“This campaign represents a new, fresh take for OshKosh B’gosh—one that bridges past to present and champions the dreams, courage and determination of children,” said Jeff Jenkins, the brand’s executive vice president, global marketing.
Each advertisement was scripted and styled to honor the celebrities’ personal childhood experiences, like the red bicycle in Ali’s ad, the theft of which is known as the inspiration that led him to the boxing ring. Outkast’s spot nods to the duo’s beginnings in Atlanta through references to their history together, all scripted in partnership with Outkast founders André 3000 and Big Boi.
Cannon, dressed in denim dressed cuffed overalls, appears as Carey at age 10, paying tribute to her childhood, songwriting, and the positive messages that she shares in her songs and recent memoir, “The Meaning of Mariah Carey.”
“As a little girl, I was determined to realize my dreams. Now as a mother, it brings me so much joy to see my children visualize and develop the dreams they hold in their own hearts,” Carey stated in a press release. “We did the campaign because we love the message of empowering kids to dream boldly and blaze their own path.”
OshKosh B’gosh will promote the campaign in its stores as well as online on OshKosh.com and owned social channels. This is the first retail creative work from OshKosh B’gosh’s new creative agency, Majority, an Atlanta-based group co-founded earlier this year by CPB, Momentum vet Omid Farhang and Shaquille O’Neal.
“OshKosh has been a childhood staple for generations,” Jenkins said. “As we look to the future, we want to celebrate these inspiring trailblazers with a nod to who they were before they were icons—aiming to encourage children everywhere to dream big as they head back to school.”