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Problem to Solve

The CoComelon franchise was expanding but, it faced two key challenges: declining parent affinity scores and the need for a cohesive brand message across its growing product offerings. While children adore CoComelon, parents largely view it as an entertainment tool rather than a valuable educational resource. To shift this perception, the new tagline "CoComelon Can Help" clearly positions the brand as a trusted parenting guide that supports early childhood milestones. We needed a 360° launch campaign that would build trust, strengthen parent affinity, and establish CoComelon as the go-to companion on the parenting journey.

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Solution

CoComelon helps parents connect with their children by embracing The Language of Play—a love language built on shared experiences, imagination, and exploration. Rather than rigid learning structures, kids thrive through playful interactions that make sense of the world in their own way. CoComelon bridges the gap between parents and children by translating parenting into a language both understand. Through "babble"—the playful exchange of sounds, words, and laughter—and Imagination—a shared world of creativity and adventure—CoComelon turns everyday moments into opportunities for learning and bonding. The result is more than just a campaign—it’s a cultural movement: "Speak Coco Lingo."