Placed 1st at KU's The Agency Spark Challenge
Challenge
Encourage adults (18+) to buy 2023 Toy of the Year Squishmallow.
Anime fans?
To find my insight, I looked for examples in the past where products or media targeted at younger people had adapted to fit older audiences.
On my search I stumbled into the anime fans of TikTok, who were craving merch for their favorite shows that was "subtle."
My Insight
As people age out of interest due to social expectations, brand expression fades, but sentiment festers.
Strategy
Create an under-the-radar medium for brand expression, allowing adults to engage with the brand without violating social conventions.
How?
Squis-Malø
(sk-ee mah-lo)
Borrowing the aesthetic of a European interior design store, Squi-Malø pop up shops will sell various plays on classic Squishmallow plushes as statuettes, throw pillows, and ornaments.
These novelty knickknacks will allow hidden Squishmallow loyalists to show their true colors... in beige.
