For the first time in 14 years, Nickelodeon is refreshing its look! The popular kids’ TV network plans to introduce its updated brand identity throughout 2023, aiming to evoke nostalgia and celebrate its rich history.
The new look debuted with the “Portal to Fun” campaign, featuring five different ads showcasing the revamped style. The first one, “Quartet,” presents a bored kid at dinner who discovers a hidden doorway to a singing group through an orange splat on the ceiling.
Nickelodeon’s research found that kids today still connect with the network’s core values. Sabrina Caluori, EVP of Global Kids and Family Marketing at Nickelodeon, stated that the focus on the “best and the mess of being a kid” remains relevant. Caluori also mentioned that kids and parents are seeking more ways to bond, and Nickelodeon wants to contribute to that experience.
To create the new look, Nickelodeon collaborated with six different agencies from the U.S. and other countries. The ads feature iconic Nickelodeon characters such as SpongeBob, Paw Patrol, Blue’s Clues, Baby Shark, Loud House, and Monster High, alongside the network’s signature green slime.
The updated brand identity emphasizes four key elements that made Nickelodeon famous: the color orange, the splat, the catchy sound, and the network’s unique voice. Caluori explained that the goal was to bring these elements back to the core of Nickelodeon.
The “Portal to Fun” campaign will be displayed on Nickelodeon’s TV and online platforms in three stages. The first stage was teased during the Kids’ Choice Awards in March, followed by the launch of “Quartet” and “Rollercoaster” in May. The final stage will commence in July and continue until the end of the year, with the new look launching in other countries, including the U.K., Latin America, and more.
The rebranding coincides with several upcoming Nickelodeon releases, such as Teenage Mutant Ninja Turtles and Paw Patrol movies, as well as other films like Good Burger 2 and Zoey 102. To support the new look, Nickelodeon will visit 400 schools across the U.S., reaching 250,000 kids and hosting events where kids can vote to slime their favorite teacher.
Nickelodeon’s fresh look aims to create a nostalgic and engaging experience for both kids and families, demonstrating that the network’s core values still resonate with its audience today.
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