“We wanted a partner that helps us shake things up that helps us connect to that next generation. Gen Z is now parents, and Mischief is so ingrained in tapping into culture, and figuring out how brands play in the culture,” said Jenkins.
Hahn added that much of the category treats parents as one-dimensional and tries to paint a rosy picture of parenthood with cute, docile kids, when in fact, parenthood can be messy and not all parents are created equal.
“It’s all of the messiness, but also the beautiful messiness, and the fun, and the exhaustion and all those different emotions,” said Jenkins.
To get to the human truths that will inform the work, Mischief and Carter’s will do a lot of social listening, finding the conversations happening between parents and with Carter’s consumers, to discover great insights and get to what’s relevant, then turn that into creative campaigns that will connect.
“It’s like that saying, ‘The more specific you are, the more universal you are.’ So, you find that one small truth that everyone thinks ‘only I think that’ but millions of people are,” and that will uncover that human truth, said Hahn.
Those truths might be cranky kids, tired parents, or as the teams recently uncovered, where the worst place to have a diaper blowout might be.
While Carter’s has been in the category for a long time, it’s not resting on its legacy, and with Mischief aboard the agency is out to help the brand define and defy the category.
Debut work from the collaboration will launch later this year.
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