This category will honor those efforts that successfully communicate to teens or young adults.
play. laugh. grow.
Strong new competition created a challenge for Fisher-Price whose sales and brand began to erode. Additionally, the brand had lost relevance wit the Gen-X mom of today. In order to re-energize the business, the campaign for infant toys needed to connect with the mom target in a contemporary, relevant and differentiated way. Moms today believe in the letting their children 'just play'. The strategy was to position Fisher-Price as an advocate for the power of play. The advertising communicated that Fisher-Price infant toys helped to unleash all the multi-dimensional benefits that play provides.
Agency: Young & Rubicam
Learn Something New Every Day!
Our goals for the campaign were fourfold. First, to increase sales by +25% versus a year ago. Second, to increase brand awareness levels by +20%. Third, own the "educational" brand position and build an emotive and focused brand. Lastly, to increase retail space by +25% at all major mass retailers.
Client: LeapFrog Enterprises, Inc.
Agency: Ackerman McQueen
Crayola has become an institutional back to school brand. The brand has also been suffering from the encroachment into kids' time from video games, entertainment licensed toys and general over scheduling. A Mom brand for 100 years, Crayola needed to re-evaluate their target and to develop new product and brand strategies by discovering the unique relevance of creativity for kids today. Today's toys do the imagining for kids while Crayola puts imaginations into action.
Client: Binney & Smith
Agency: Leo Burnett USA