Despite COVID-19 and social distancing, cult college brand Insomnia Cookies still hosted its PJ Party — providing deals and free cookies to anyone dressed in pajamas — on Sep. 22. this year’s activation, however, required one minor adjustment.
“We all know masks are commonplace these day," said Steve O’Connell, partner and Co-Chief Creative Officer, agency partner Red Tettemer O’Connell + Partners (RTO+P). “But, we think there’s an opportunity to have some fun with them, not only in what we name them (e.g. Mouth Pajamas), but also with how we show our audience flaunting them.”
These specially designed masks are available for purchase in-store or online for $7. The company also distributed free masks to the first 50 delivery orders at every location on Sept. 22. Fans could also receive a free mask by purchasing any “Sugar Rush” cookie package between Sept. 23-27.
In tandem with the mask launch, the Philadelphia-based creative agency conceptualized a social campaign designed around college student-preferred social platforms: iTikTok and Instagram. An original music track, debuting on TikTok, sits at the center of the creative, written by RTO+P and performed by Philadelphia-based rapper Leese B. RTO+P also created a Mouth Pajamas Instagram filter that fans can use to try on and share their favorite designs, with various social post running daily.