The situation
Gui Gui is a beauty-inspired slime priced at $14. It was launching into a crowded holiday toy aisle where competitors sold for under $10.
Launch at a premium price, without discounting, and win the holiday season.
Win the space before launch, and explain the price before shoppers reach the shelf.
Own the display, not the aisle.
I built a joint business plan with Walmart buyers that secured first-to-market, out-of-aisle displays, so Gui Gui stood apart from the slime aisle. Full pallets in the main aisle put the creators on the display, not just on screen.
- Joint business plan with Walmart
- First-to-market, out-of-aisle pallets and endcaps
Creators, not coupons.
Instead of discounting, we led with creator unboxing content on TikTok and YouTube so kids knew why Gui Gui was worth $14 before they reached the shelf.
- Creator-led education instead of price cuts
- Unboxing content built for TikTok
- See Gui Gui on TikTok
Make the premium something you can see.
A five-step reveal, from base to booster to mini figure to sparkle, turned one slime into an experience worth unboxing on camera. The back of the box told the same story, with a QR code to more creator content. Unboxing mailers were timed to the week stock hit stores, sending shoppers straight to the displays.
- Five-step reveal kit with collectible figure
- Pack that explains the premium on its own
- Unboxing mailers synced to stock dates
Turn one hit into a franchise.
The original launch's success earned the next wave. We co-created lines with creators Salish Matter and Sydney Morgan, signed a Netflix KPop Demon Hunters license, and built a price ladder from the $7.99 clip-on Mini to the $79.99 Mega Slime Haul.
- Co-created lines with Salish Matter and Sydney Morgan
- Netflix KPop Demon Hunters license
- $7.99 Mini to $79.99 Mega Slime Haul (5 slimes, 50+ pieces)
After the launch: creator lines, a Netflix license and a $7.99 to $79.99 range
Gui Gui sold through 96% in five weeks at full price, became the #2 toy item in Canada, and earned a 5x return on earned media.
What this means for your brand
A premium price needs a reason shoppers understand before they reach the shelf. Time your creator push to the week product lands.
Discover more work
More proof behind the promise.
