Macy's Taps SpongeBob SquarePants for Black Friday Push
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SpongeBob SquarePants is getting shoppers hyped for Black Friday in Macy’s new spot, which breaks on Sunday, Nov. 23. The Nickelodeon character, popular among children and who has more than 59 million Facebook fans, will help Macy’s target the total family this holiday shopping season.
The spot marks a shift away from Harold, the store manager, who was featured in Macy’s holiday promotions over the past two years alongside millennial celebrities like One Direction and Justin Bieber — an approach the company dubs “retailality comedy.”
Macy’s tapped SpongeBob this year to target the family as a whole. The character resonates with consumers across all age groups, attracting children, parents and millennials who are drawn to cartoon characters, according to Macy’s Chief Marketing Officer Martine Reardon.
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