Taking Kitty Beyond Kiddies

Although Sanrio’s “Hello Kitty” has been a hit among teen girls since the 1980s, the company hasn’t tried to market its products to that audience–until now.
In a new national print campaign to promote bags, accessories and school supplies featuring the image of the sweet-faced kitten with a bow behind her ear, Sanchez, Lonchar & Flynn, San Francisco, associates the character with young, hip women with attitude and chic.
“In the past, our advertising for Hello Kitty was very product-oriented and had a catalog look to it,” said Dennis Flynn, agency partner. “But now we are using models to communicate confidence and position the brand as a lifestyle product.”
The first execution (shown here), which will break in the August issue of Seventeen, features a young woman with a baby blue “Hello Kitty Angel” bag slung over her shoulder, coyly looking at the camera. –Jane Irene Kelly