What was seen:
Despite category growth, Play-Doh brand consideration was declining, at this point 43%. The organization was exploring an “Imagination”-centric positioning, they needed to translate that into commercial outcomes in the near-term. The clients’ assumption was that more visually and sensorially exciting formats where stealing most of their share.
What was hidden:
Beneath the outsized share-of-attention that slime had achieved, a common boogeyman plagued the category: homemade. Accelerated by the increase in DIY behavior during the pandemic, colorful modeling compounds had been completely commoditized.
But unlike compounds made at home, Play-Doh is often packaged with various tools and playsets that demonstrate the infinite possibilities of the product. Search data revealed playsets and collaborations were the fastest-growing drivers of interest in the brand. They’re also the primary way that Play-Doh becomes a shared activity between parent and child.
What was unlocked:
Every great act of imagination is born from a spark of inspiration… Play-Doh makes the tools that unlock our imagination.
