![]() “As a brand owner, you have to talk about what you stand for and what your selling proposition is. “People emotionally connect with brands that stand for Nostalgic) connection to set it apart from the many other brands in the marketplace, Brodsky says. With another video to follow later this fall, the brand is hoping to create an emotional (and Will be shared across the brand’s social channels (with a goal of getting a million views). The video will open the conference on Oct. “If it weren’t for the fact that these characters have businesses, it wouldn’t work.” “When we bought this brand, we got those assets, and we started to craft a strategy around Own businesses within the Strawberry Shortcake world, Brodsky says. While “Anything Is Possible” is a long-term tagline for the brand, the girl-empowerment strategy comes from the brand’s actual characters, all of whom own and run their “I think there’s more to this brand other than looking cute, and that’s something I wanted to reinforce.” “We felt this resonates with moms and dads of girls,Įspecially moms who grew up with the brand,” Brodsky says. In the UK, shortcake was used interchangeably with shortbread, but in the United States the term denotes a soft biscuit, not a cookie. ![]() Strawberry demonstrates leadership, believing in yourself, celebrating differences, freedom to experiment (and sometimes fail), and girl power. The original strawberry shortcake, first recorded in the 1830s in New England, was a sort of biscuit (referred to only as short-cake) split and topped with strawberries. I want,” says the girl, who is shown drawing her dreams in her room. Strawberry Shortcake inspires girls to make the world a better, sweet-smelling place, where every little berries effort can make a huge difference. The video, created by crowdsourced production company Tongal, features a girl speakingĪbout her lifelong dreams, which include singing in front of huge crowds, becoming a veterinarian, speaking in front of the United Nations and walking on a distant planet. (In addition to Strawberry Shortcake, other sponsors of the conference include Ellevate Network, The Girl Scouts of The brand is highlighting its new positioning with a video that will premiere at the “#AnythingIsPossible When You #InvestInGirls and #InvestInWomen” conference in New YorkĬity next week, in advance of the International Day of the Girl on October 11. ![]() ![]() “I think people are going to be very moved by it.” The roots of this brand,” Leigh Anne Brodsky, managing director of Iconix Entertainment, tells Marketing Daily. “It’s an attention-getting message that aligns with the character and Signature phrase, “Anything Is Possible,” into a rallying cry for young girls. Strawberry Shortcake - a kid’s brand that began life as a greeting card character and has since exploded into a vast array of licensing and entertainment products - meansįresh off being acquired by Iconic Brand Group last year for $105 million, the brand is positioning itself champion of female empowerment turning the brand’s ![]()
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