Nick started the refresh looking to set the foundation of the identity by figuring out what elements of the brand originally made it iconic.
The results? The color orange, the splat, the mnemonic (which Caluori sang for Adweek) and the unique brand voice.
“We started there and revisiting those, and saying, ‘How do we bring those elements back to the core of our identity creatively?’” said Caluori.
The first step came through Nick’s internal marketing team and its creative partner Roger. Once that was determined, the IP went out to other animation houses around the globe.
All five spots will run across Nickelodeon’s linear and digital social platforms in three phases.
The network teased the first phase during the Kids’ Choice Awards in March. There, observant viewers may have noticed Nickelodeon brought back its iconic “splat” and wove the new look into design elements throughout the broadcast and weekend-long coverage.
The second phase begins today with the launch of “Quartet.” And expect a second spot, “Rollercoaster,” to debut later this week. This spot depicts a kid in a waiting room who sees the orange splat, and then sticks their hand through, only to be dragged along a crazy rollercoaster ride—ending in, you guessed it, splat.
All five on-air spots depict the splat as a “Portal to Fun,” hence the brand campaign name. The brand wanted to ensure it “personified the splat,” so it used real kids, in partner with agency Callen.
“It’s this portal to an outrageously good time,” said Caluori. “So when you see the splat, you know something incredible is going to happen.”
The third marketing phase begins in July and will run through the end of the year when Nick’s new branding look and feel debuts internationally in the U.K., followed by Latin America and further markets.
Why now?
The refresh comes ahead of a big upcoming slate for Nickelodeon, including theatrical releases for Teenage Mutant Ninja Turtles and Paw Patrol, as well as upcoming Paramount+ films like Good Burger 2 and Zoey 102.
