Lassie

5W Breathes New Life Into Lassie

5W created a brand awareness campaign around Classic Media’s new “Lassie” film as well as “Lassie” licensed products. We kicked off the campaign with an all-day meet & greet with the star of the show herself, Lassie and assembled the top “cool” celebrities guests ranging from “Queer Eye’s”, Carson Kressley and Nickelodeon star, Nick Cannon as well as top celebrity media ranging from editors at People to Us Weekly. We received Page 6 items matching Lassie with celebrities as well as items in the most read celebrity tabloids.

Following this was a 3-month national road tour with Lassie, her trainer and veterinarian. We designed a Lassie event series which included private screenings of the new film, product giveaways and meet & greets with Lassie. We co-branded these events with Targets and Wal Marts across the nation as well as after-school and sports programs, various local animal shelters and popular local events.

5W secured a 2-page profile of Lassie and her latest product introductions in Good Housekeeping, a feature story in Parents magazine and several product placements and film reviews in kids publications such as Nickelodeon magazine, CosmoGirl! and Scholastic. Through our media yield, 5W successfully introduced the Lassie brand to new generation of consumers as well as capitalizing on the iconic dog’s brand equity with older consumers to generate excitement and sales around her latest brand extensions.