Parents thought Gymboree Play & Music was a tired brand, and they didn’t want to “pay for their kids to play” when kids could do that for free. Interestingly, toddlers learn through play, but to most parents, that is not a self-evident truth. So, we removed “play & music” from the name, refocused the brand message on child development, and created a 7-step learning program to create repeat visitors. What started as a print ad assignment morphed into a total soup-to-nuts rebrand, from web site to direct mail, to in-store TV. This rebrand (which took place over two years, and featured multiple retail advertising campaigns over time) staunched the slide in enrollment for franchisees.
here's a Gymboree ad we did.
