NERF
Making Nerf A Brand Again
Nerf’s Category Leader Status Had Become Their Biggest Problem.
Nerf came to us as a brand celebrating 50 years of being innovative leaders in children’s toys. Since 19xx they have been category leaders of blasters. So much so that they became the category. To Google, to Uber, to Hoover, to Nerf. This became their biggest problem, their brand was being diluted and devalued by cheap imitations and the genuine innovations in Hasbro Nerf products were not being appreciated. They also had the challenge of a new type of entertainment for children, such as e-sports and online gaming being as much of a competitor for the target audiences time as other blaster products. Our challenge was to stop Nerf being a category and make it a brand again as well as make it looking exciting to children more use to entertainment platforms as they are physical toys.
Positioning Nerf into current child play trends
Increasing aspirational look and feel
Creating a 60’ brand spot that also featured all products that were cut down for tactical content.
Ensuring the brand values of each product and different target audiences all fitted into the same narrative.