For the primary time in 14 years, Nickelodeon has a brand new look.
The community will spend the remainder of 2023 rolling out a brand new model id and refreshed on-air look that’s designed to invoke nostalgia and return to its historical past.
“It was time for us to actually take a look at the model, and take a look at our viewers, and speak with our viewers and revisit all of the items of Nickelodeon,” Sabrina Caluori, evp of world children and household advertising at Nickelodeon and Paramount, advised Adweek.
The “Portal to Enjoyable” marketing campaign launched at this time with the primary of 5 spots. “Quartet” exhibits a bored child at a household dinner, who then notices the orange splat above them on the ceiling. After sticking their head via the splat, the child finds a barbershop quartet performing.
Nick discovered after inside analysis that the “core DNA” of the model nonetheless resonated with children at this time, in response to Caluori.
“We take that to the most effective and the mess of being a child,” mentioned Caluori. “We did study that, what’s basically totally different now than when the model was initially taking form, is children’ relationship to their dad and mom and fogeys’ relationship to their children.”
Analysis discovered that youngsters and their dad and mom are on the lookout for extra methods to attach, and Nickelodeon noticed a chance.
“That was an thrilling unlock for us as a result of it meant whereas we will proceed to be the most effective and the mess of being a child, we will use that to truly deliver children and households nearer collectively, which they’re eager for on this time,” mentioned Caluori.
The advertising govt has been with Nickelodeon for lower than two years and, as a self-described Nick child, can personally relate to the familial relationships the brand new marketing campaign brings.
“It’s the primary model I ever had any ardour for as a child, and now I’m a mother of three children who’re within the demo,” mentioned Caluori. “It’s been actually thrilling for me to have the ability to take a look at the model and take a look at every little thing that we’re doing via the eyes of my children whereas additionally guaranteeing that every little thing that we’re doing nonetheless spoke to the Nick child inside me.”
Within the splat zone
To create the brand new id, Nickelodeon partnered with six U.S. and worldwide companies. The corporate requested the companies to come again with a spot that used the brand new model work and represents Nick’s vitality and id via the lens of its most notable IP—SpongeBob, Paw Patrol, Blue’s Clues, Child Shark, Loud Home and Monster Excessive—ensuring there’s a second of the enduring Nickelodeon slime.
