Re-establishing RelevanceBri’an Fields

The Challenge

Play-Doh staying relevant in a technological world

• Kids growing up too fast

• Rise of smart play trend

• Less playtime

Unique Problems

• Secondary research unveiled new possible targets

• Grandparents stood out the most & further research uncovered:

– Financial impact

–Connection with grandkids

– Experience with Play-Doh

Insights to Opportunity

• Marketing

• Communication

• Target: 1st timers

Objectives

Convince 1st timers that Play-Doh will take you and your grandkids back in time by turning off technology and turning on simple creativity.

Strategy

Simple creativity

Key Idea

• Print

• Digital/Social Content

• Ambient

Campaign Elements

THANKFULLY, You Grew UP Knowing Simple Toys Are the Smartest Toys

Because the simpler the toy, the more you can do

Print Ads

You Know Creativity, Doesn’t Need a 72-Page Operating Manual

Just open up your mind and that’s all you need to follow

Print Ads Cont.

GO BACK IN TIME WHEN CREATIVITY WAS SIMPLE And batteries weren’t needed

Where you can just turn it on and never worry about it running out

Print Ads Cont.

Simple Fun

Me teaching my grandson, Charlie how to play goldfish. And, he’s pretty good at it too. #SimpleFun

Digital/Social Content

Thanks Grams & Gramps

Thanks grandpa for all the times you read to me when I was a little girl. This was my favorite thing to do with you! #ThanksGrams&Gramps.

Play-Doh Playground

Ambient

Problem + Opportunity = Solution

Review

• Adcox, S. (n.d.). Demographic Information About Grandparents Today. Retrieved from About: http://grandparents.about.com/od/grandparentdemographics/a/Demographics.htm

• Adelson-Yan, J. (n.d.). Toy Purchasing Trends Insights. Retrieved from Asking Smarter Questions: http://www.askingsmarterquestions.com/toy-purchasing-trends-insights/

• Editors, T. (n.d.). The Power of the Grandparent Economy. Retrieved from Grandparents.com: http://www.grandparents.com/money-and-work/saving-and-investing/the-power-of-the-grandparent-economy

• Lampkin, C. L. (2012, March). Insights and Spending Habits of Modern Grandparents. Retrieved from AARP: http://www.aarp.org/content/dam/aarp/research/surveys_statistics/general/2012/Insights-and-Spending-Habits-of-Modern-Grandparents-AARP.pdf

References