PlayDoh

When a client entrusts you with an icon like PlayDoh, it’s a constant challenge to keep the brand fresh. We often look to seasonal opportunities when we know the media is on the prowl for anything and everything new and innovative that pertains to the holiday or season.

Halloween is traditionally a candy holiday. As more and more companies recognize the sales opportunities around this ghoulish celebration, they are expanding their product lines to include non-candy, low cost products that Trick or Treaters will be happy to find in their goodie bags.

So, when Playskool, a division of Hasbro, created a special Halloween PlayDoh assortment and challenged us to ‘make some noise’ on Halloween, we sprung into action. Our creative director suggested that we make PlayDoh Halloween costumes and the entire agency got involved. Our mission? Put PlayDoh front and center during The Today Show’s annual Halloween costume party.

The result? Our Playskool costumes were the hit of the NBC Plaza and our PlayDoh can costumes were used as the show’s backdrop for the first two hours of programming. Every time one of the show’s hosts would come outdoors to do a segment, they positioned themselves in front of the PlayDoh girls.

Even better? We were the 3rd place costume contest winners. And, we have the trophy to prove it.