PEZ – Lifting kids’ heads to see heroes that exist beyond TikTok stars
AD: Ashley Lopez
CW: Giovanni Sanchez
The Problem: PEZ has lost its luster among kids, a new generation who many aren’t aware that the brand exists.
Putting on the Thinking Cap: 64% of parents say their kids have mentioned wanting to be an influencer, and paired with the fact that kids look up to who they see the most, they’re more likely to look up to the Addison Rae’s over the AOC’s of the world.
How Creativity Can Solve This: Transform the brand by introducing real people into the Pez lineup for the first time. Kids will get a chance to learn about some of the best role models in the world who create positive change through their work and passions.
PEZ
PEZ
Parents want their kids to look up to positive change-makers and role models who can teach their kids lessons beyond the latest TikTok trend. We believe in giving a head for every hero.
Package Design
Each dispenser comes with a newly designed box (think Funko Pop). The front of the box has some traditional PEZ branding but the back is where kids find inspiration. With a strong visual showing what the idol does paired with a short and fun to read paragraph telling their story, kids will find what dreams fueled these idols and find their own in the process.
Pictures Shown: Box Front, Box Back Visuals, Box Back Copy
Paying it Forward
With each sale of a PEZ dispenser, half of the proceeds will go to the cause that the specific idol represents. Lin Manuel Miranda will fund underfunded high school theatre program. Causes will get the attention and love they deserve, not just from our wallets, but also from those who learn about them for the first time.
Convention Center
PEZ will host a college and career fair in city convention centers across the country, with many of our idols making appearances. It’s an opportunity for parents to show their kids the power of dreams and beyond that, goals, because dreams stop being dreams when you turn them into goals.