FrogTape is taking on 3M’s Command product line in the damage-free wall hanging category with the launch of FrogTape reMOVEables.  

To promote the launch the company recently hired agency Blue Chip as full-service AOR for the reMOVEables brand, including creative, media and other capabilities. 

The agency has developed the “Make it Yours” launch campaign. Rather than focusing on how a hook sticks to a wall, the campaign tells relatable, lighthearted stories about how people reclaim their surroundings with ease and style. 

“We’re creating ownable space for reMOVEables,” says Natalie Guillaume, director of product marketing at FrogTape parent Shurtape Technologies. “Our new products make it easy and clean to move from inspiration to action, and the campaign pays that off on an emotional level.” 

In the launch spot, a young woman moves into her first apartment—only to discover her mom has “helpfully” filled the kitchen with her signature style lemon-themed decorations. The daughter smiles knowingly, sends mom off on a mission and then swaps all the lemony items with decorations more suited to her own tastes using reMOVEables. 

“This isn’t just a new product—it’s a new mindset for the category,” asserts Darick Maasen, creative director at Blue Chip. “Our idea was simple: make it fast, make it easy, make it yours... reMOVEables turn that moment of inspiration into impact in seconds.” 

The integrated campaign spans CTV, Instagram, Pinterest, and Walmart.com, with additional reach through search and video via Walmart Connect.  

DIY and home organization influencers @operation_niki and @thecraftedstudioco are also helping bring the campaign to life across social media. 

FrogTape reMOVEables are available exclusively at Walmart and Walmart.com. The initial media run is three months through July.