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The creative concept for “Hands Off My Halos” is based on a consumer insight, with research showing six mothers of 10 children who say they have been criticized about their parents, with more than half of the disapproval centered on what they feed. their children, for the CS Mott Children’s Hospital National Poll on Children’s Health.
“There’s so much pressure, with parents feeling judged and a little overwhelmed by all the choices and decisions they have to make every day,” Hirano said. “Intuition spoke to us.”
Media buys around “Hands Off My Halos,” which is expected to run in various iterations through 2025, include linear and connected TV, out-of-home, digital and social. The brand tripled its TikTok spend, using a googly-eyed mascot named Hal to target Gen Z with pop culture-driven posts.
In addition to the two spots, the Marvelous plans pop-ups and other activations in the country, brand partnerships, and exhibition and sampling in the store.
