the Insiders


April 22, 2011 12:01 AM


TOMS Teases New Product Launch

Who knew TOMS' founder Blake Mycoskie was such a tease?...

Who knew TOMS' founder Blake Mycoskie was such a tease? toms2.jpgIn yet another "guerrilla style" campaign, the socially conscious shoe brand announced -- via a teaser video today -- that it's expanding beyond just shoes. The product, which remains top secret (even to employees at the company), will officially be announced on June 7th. And in line with the brand's core philanthropic practices, this initiative will operate in the same manner as it does with its footwear: for each purchase made, an identical item will be donated to a child in need.

"We've been getting thousands of requests from our fans and customers about what's next," Mycoskie told WWD exclusively. And of course the natural place to announce that to fans was online, where the brand has achieved continued success. "One of the best ways for us to communicate with the TOMS community is through our social media channel, whether it's Facebook, Twitter, or YouTube. We wanted to create something fun for them to share within their network to start conversation around the next One for One."  

TOMS took to its Facebook, You Tube and Twitter pages this week to distribute the 47 second teaser. In the video, founder Blake Mycoskie can be seen wheeling a mystery box (carrying said mystery product!) down the Venice Boardwalk, saying "TOMS is no longer a shoe company, but a One for One company, inside this mystery box lies the next chapter of One for One."


IMG_2820[1].jpgIn addition to the teaser video, TOMS is rolling out a limited quantity of these 7-foot mystery boxes -- which look more like cylinders -- in random locations nationwide, to be simultaneously opened on June 7th revealing the new One for One product.

But until then, the new addition to the TOMS family remains a mystery. According to a spokesperson for the brand, less than ten people on the planet Earth (including Blake) are privy to the mystery. With a little over a month to go until the big announcement, your guesses are as good as ours -- so please leave them here. 
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