NINJAMAS

BRAND

The age old question: Do you call it quits, or do you pivot around what was working? Luckily, P&G chose the latter.

01

Discover

P&G had a brand (UnderJams) in the kids bedwetting space that was getting crushed. They were either going to exit the category or do something completely different. We discovered an opportunity to create a better-designed product and market it to older kids (6-12) who were embarrassed about the issue, not just to moms who were looking for a better night’s sleep.

02

Design

We named and designed the product to reinforce it’s new stealthy, powerful attributes. We did so in a way that kids wouldn’t be horrified by. We named the product Ninjamas and hailed it as The Best Protection You’ve (n)ever Seen.

03

Deliver

We created assets that were inspired by Spider-Man: Into the Spiderverse. We found an innovative way to show the product on a child without feeling exploitive. We created comic books starring the Ninjamas. And we blew through P&G’s sales goals.