The challenge

Hasbro needed to transform brand perceptions among the 25-35-year-old demographic. Their goal? To reignite the love for Monopoly, making it the undeniable star of game nights once more.

Our solution

We dove into Monopoly's core using our trusty tool, Nougat. What we found was fascinating: Two-thirds planned to play it soon, yet 43% chose it only for familiarity. Our mission? Leverage Monopoly's awareness, even among the reluctant. We aimed to turn ambivalence into intention and passion. Monopoly would be the game you choose, not just because you have to, but because you want to. It was a battle of intention vs. apathy, and Monopoly was ready to pass Go!

The KKB stamp

We didn't just revamp Hasbro's social strategy; we ignited a Monopoly revolution! We turned ambivalence into passion, making Monopoly the game you choose, love, and default to with excitement. Monopoly was back, and it wasn't just a game; it was an experience, and everyone had a seat at the table!