Warner Bros’ Looney Tunes brand was losing relevance and sales to teenage consumers. Warner Bros’ wanted to make its characters cool to teens again and increase sales of licensed merchandise by “aging-up” the brand.
ASA partnered with Wal-Mart and Warner Bros to develop an 18 city proprietary tour called the Taz Atti-Tour that combined action sports, music and video games with several Looney Tunes characters. In addition, ASA created a series of nationally televised professional competitions called the Taz Team Challenge that further positioned top action sports pros along-side Looney Tunes characters in a way that demonstrated the athletes’ support for the brand and helped make the characters more relevant and appealing to teens.
Wal-Mart saw an average increase of 40% in same store sales of Looney Tunes merchandise from the same period one year earlier. More than 2 million targeted consumers witnessed the program.