• by Fern Siegel , Yesterday

GenZ likes its rest.

Jazwares, the makers of Squishmallows, has launched the cozy SquishPillows targeting this demo. The pillow has the same filling as the Squishmallows plush toys.

PMG handled the "For Your Sleepy Head" creative. The 15-second spots run across digital, social and digital OOH, making sleep an appealing, comforting experience.

“This isn’t about sleep science, even though SquishPillow does bring that along with ergonomic support to the table,” said Laura Christy, senior director of marketing at Jazwares. “It’s about creating a campaign for a product that makes you feel emotionally understood. Something that makes you want to slow down and settle in.”

Before the national campaign went live, PMG’s influencer team built momentum with an exclusive @RealGlowHouse partnership across TikTok, Instagram and Snapchat. Fifteen Gen Z and Gen Alpha female creators hyped up the product launch, resulting in a sell-out of 2.5K pre-order units. 

The demand also propelled #SquishTok, PMG’s creator activation that tracked students through shopping and dorm move-ins.

Lori Wittig, creative director, PMG, called the work “a cultural statement for a generation rethinking how rest fits into their lifestyle. With creative, media, production, and influencer all under one roof, PMG has delivered a campaign that not only celebrates doing nothing, but turns it into something worth watching.”