Play Doh| free play time

Problem: How do you make new advertising for a brand that’s been the category leader for over 50 years?

As kids learn to use technology at a younger and younger age, creative toys that allow unstructured free play time are increasingly cut out. Since Play Doh has been around for so long, it tends not to be top of mind.

Insight: Today’s parents grew up with and are still nostalgic for Play Doh. Just the smell of it brings back fond memories.

Solution: Play Doh scented print ads in women’s and parenting magazines reminding parents of the importance of creative free play time for their child’s development.

Tagline: Kids should play like kids.

Tagline: Kids should play like kids.

Tagline: Kids should play like kids.

MY Role: Concept development, copywriting and photography. 

AD: Warner Whatley
CW: Adam Aceino
CD: Wayne Gibson