Nickelodeon

Born on April 1, 1979, Nickelodeon shocked audiences with a unique blend of “heart, smart, and fart” the world had never seen before.

Gasps were heard, pearls were clutched, and adults everywhere complained: “You Can’t Do That on Television!”

But times have changed. And “the first/only network for kids,” is a significantly less relevant position today— not reflective of a media diet that contains fewer cable boxes and more devices. An explosion of choices has provided kids more entertainment options than ever before— who needs a television network??

More importantly, it’s no longer who Nickelodeon is.

Problem

Nickelodeon has been a part of kids’ lives for over 40 years and has a reputation for embracing the positive in the weird world we live in.

How do we shift Nickelodeon from a brand defined by one platform, mainly delivered through content, to a brand guided by one central idea, delivered through multi-platform content and experiences?

Solution

The goal was to articulate the Nickelodeon brand for 2023 and beyond, re-evaluating its current and historical meaning against today's generation's needs, wants, and values.

Leveraging kids’ natural behavior, Nickelodeon zooms in on and champions kids’ intuitive behaviors by creating larger-than-life stories and experiences that magnify the best and mess of what it means to be a kid.

2023 is a huge year to reiterate this new brand strategy launching during our biggest brand event—Kids’ Choice Awards—reintroducing the splat to the world through a new lens, own April Fools [which happens to be Nickelodeon’s birthday], and celebrate Spongebob’s 25th anniversary during the summer.