Kiabi, a French ready-to-wear clothing brand, is launching a new low-price campaign titled Qui a dit ? in early October. The campaign, created by the advertising agency MNSTR, aims to challenge common beliefs that low prices mean lower quality. Over the next three months, it will be rolled out across France and will use popular expressions with a twist to highlight Kiabi's products, their prices, and their quality. For example, the campaign includes phrases like "Who said a quality t-shirt had to cost an arm and a leg?" and "Who said you had to tighten your belt to buy a quality pair of pants?" For each question, Kiabi responds: "Surely not Kiabi." The campaign is divided into three main categories. The first, Best-sellers, focuses on everyday clothing items that customers frequently purchase. The second, Essentiels, includes clothing for babies, children, women, and men, with an emphasis on the materials used and the overall quality of the products. The third, Coups de cœur, highlights more fashion-forward and seasonal pieces, aiming to appeal to customers looking for style and trendiness. The campaign will be promoted through multiple channels, including display advertising, online video, radio, and social media, as well as in Kiabi stores. Display ads will focus directly on the products and their prices, while video and social media content will expand on the question-and-answer format used in the campaign's messaging. Radio advertisements will use the twisted expressions from the campaign, and the physical stores will extend the campaign by incorporating the messaging directly onto the products themselves. By using familiar expressions in a fresh way, Kiabi aims to create a memorable and engaging experience for consumers. The campaign is designed to reinforce the idea that high quality and low prices can coexist, encouraging customers to reconsider their assumptions about affordable fashion.