How to position a fifty year old brand to ensure it remains relevant within framework of limited new media and creative constraints.
Characters perceived as smart and ageless. Lack of new media renders brand less “top of mind” with kids. Brand is not perceived as “commercial” by young adults and adults. Attitude sells. Opportunity to “own” seasonal.
De-emphasize marketing to kids. Focus efforts on young adults to re-establish brand as cool, hip, relevant. Simultaneously re-enforce brand's seasonal appeal with adults and their
families. Key into attitude of characters with contemporary on brand messaging and designs.
Successfully re-invigorated brand by creating multiple brand platforms targeted to specific demographic groups---from Urban Outfitters and Old Navy apparel programs to Hallmark and CVS seasonal programs.