Play-Doh Parenting is Messy

Agency: PrettyGreen
Client: Hasbro

Play-Doh is a bit messy (if you didn’t already know) and despite messy play having HUGE benefits for kids’ imagination and creativity, parents are still leaving the Play-Doh in the cupboard. Yep, Play-Doh has a consideration problem!

Leaning into a negative brand perception is always brave. Play-Doh’s Parenting is Messy campaign spoke to 1.2m ball-dropping parents putting an arm them saying mess is normal and perfection is over-rated. Parents loved it and Play-Doh’s SOV grew by 57% YoY versus competitors.