“For us, it started with locking in on [the decision that], ‘Our deals are gonna be on Wednesdays,’” he added. “Once that was the day, then we started ideating on, ‘What can we do that just feels iconic around Wednesday?’ and just the idea of such a great classic line and moment in a movie such as. ‘On Wednesdays we wear pink.’”

White continued, “We just ran with that idea and [said], ‘On Wednesdays we shop deals,’ and the whole thing came to life. And we’ve been thrilled with how much engagement, social chatter and conversation we’ve had with Mean Girls.”