Behind OtterBox’s Gen Z Brand Refresh From New Agency Digitas

OtterBox’s new campaign, “Made for Yes,” marks a major shift toward lifestyle marketing for the smartphone case brand as it aims to deepen its relevance among Gen Z.

Debuted in June, it’s also the brand’s first work from new global creative agency of record, Digitas.

The campaign shifts OtterBox’s messaging away from product durability and toward values that Gen Z aligns with, like inclusivity, individuality and spontaneity, said Sam Quagliano, vice president of marketing at OtterBox. In addition to new creative, it includes seasonal product drops with bold colors and customizable designs, as well as a creator-led component built around organic content and live events—such as partnerships with influencers at Coachella. OtterBox is also reevaluating its brand partnerships to reflect its updated positioning.

“Younger generations prioritize self-expression and purpose-driven brands,” Quagliano explained. “For OtterBox, a brand known for protection and performance, this was the right moment to expand our narrative.”

In February, OtterBox brought on Digitas as its new global creative AOR to help develop the new work. Quagliano said the brand needed a partner that could bridge OtterBox’s heritage of “trust and protection” with “storytelling that resonates emotionally and culturally.”

Both agencies declined to share details on the length of the pitch; OtterBox has worked with agencies including CP+B and Jacobson Rost in the past. PMG is the media agency of record for Otter Products, across the OtterBox, OtterBox Business Solutions, and Liviri brands. COMvergence estimates OtterBox’s 2024 ad spend was $15 million.

“Digitas brings a fresh approach, balancing data-driven insight with creative flair—a combination that ensures campaigns like ‘Made for Yes’ feel both authentic and strategically sound,” Quagliano said.

Digitas chief creative officer Atit Shah said the campaign was designed to “reintroduce the brand in a way people hadn’t experienced before.”

“They’ve always stood for protection, but we saw an opportunity to explore what that protection can empower—all of life’s messy, beautiful, gritty, and exhilarating moments,” he said. “’Made for Yes’ is about embracing those passions that move us forward and encourage us to say ‘yes’ more often, stepping out of our comfort zones.”

He added that while the campaign targets Gen Z specifically, it also appeals to OtterBox’s “OG fans: enthusiasts and hobbyists who want durable caseware.”

Since launching last month, the campaign has driven a 1,704% increase in Instagram followers and a 164% boost in TikTok engagement, according to OtterBox. The creator campaign also drew in 1.7 million impressions.

“We’ve shifted from speaking to Gen Z to creating with them,” said Quagliano.