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