Using Media Channel Takeovers to Reach Hip Moms
The Super Soaker™ product line was once the “it” product that had elevated squirt guns from an occasional summer pastime to a desirable toy that children would hound parents for and put on their Christmas Wish List. The innovative air pressurization system changed the water toy category from a young child’s disposable toy into a long-range weapon of hydrating fun that was enjoyed by young teens and adults alike. It crossed the gender barrier, engaging male and female, young and old.
Now many of those young teens are young mothers and while advertising can encourage children to ask their parents for the latest gadgets, Nerf® has a unique opportunity with Super Soaker™ to pull on the thread of nostalgia in today’s young mothers and remind them of the Super Soaker™ name in an unexpected way: The toys will present themselves in the world of high fashion, showing off their colorful and futuristic designs alongside beautifully dressed and posed fashion models, effectively hijacking the fashion media channels that have already attracted the mothers of the product line’s traditional target audience.
Photographer & Co-Conceptor: Cody Guilfoyle Art Director & Co-Conceptor: Morgan Owen
Hair & Make-up: Stella Reed
Model: Shenara Musthaq
Hair & Make-up: Stella Reed
Model: Shenara Musthaq
Print & Billboard Ads
For placement in Haute-Couture Magazines and Venues
Social Media
OOH Cross Promotion
Teaming up with Neiman Marcus, Super Soaker™ features its products in motion sensitive window displays held by mannequins dressed in the season’s hottest fashions. The guns are modified to fire short bursts of water whenever people walk by the display, spraying down the window.
The Neiman Marcus / Super Soaker™ windows are designed to attract social media attention and Super Soaker™ will monitor and repost the best social media activity. Particularly enthusiastic posts will be rewarded with coupons, and sometimes even shipments of the products themselves.
Experiential Marketing
Teaming up with a highly lauded fashion designer, Super Soaker™ will crash New York’s Fashion Week with a memorable runway finale by equipping the models and select audience members with the complete line of Super Soakers for an epic water battle instead of the usual final parade of the models.
