Dallas, Texas, May 16, 2007 – If your daughters are tired of enduring stinky bowling shoes, petting zoo dander and outdated clowns at parties, Sweet & Sassy (sweetandsassy.com) has just the solution, according to the company’s new TV and print campaign developed by Dallas-based ad agency Launch.
With a kid-friendly fashion runway, pink party limo, pop star and princess parties, and a raft of spa services tailor-made for the toddler to tween crowd, the fast-growing franchise operation is quickly becoming known as the party destination and pampering headquarters for the next generation of American girls.
Founded by CEO Dixie Drake-Davis, Sweet & Sassy “fills the gap left by ordinary birthday parties and salons for grown-ups by embracing the imaginative spirit in all little girls. Most kids’ party places focus on being unisex - one-size-fits-all. We wanted to create a place and space designed especially for young girls.”
After extensive consumer research, Launch created marketing around the theme “More Than A Salon—A Celebration” to highlight the concept’s unique party offerings, in addition to its professional hair care and spa services. “Mom isn’t necessarily looking for another kids’ hair salon,” explains Diane Seimetz, Launch Principal and Creative Director. “But she’s very open to a fun, unique, wholesome place for birthdays and special events that will create lasting, happy memories for her child and her guests.” Suggestions like “Skip the party hats and go straight for the tiaras!” adorn the pink and purple print ads and collateral material, and are supported by a redesigned website and :30 television spot.
Started in 2004, the Southlake-based company has grown from a single location to more than 16 stores open nationwide. The chain plans to have another 12 in operation by the end of 2007. “Our creative, insight-driven marketing support from Launch has been a major drawing card in attracting quality franchisees. It has made Sweet and Sassy a true standout among concepts,” added Drake-Davis.
About Launch: Known for its award-winning work for online supermarket GroceryWorks.com (now a subsidiary of Safeway Corp.), the Paris Hotel Las Vegas, online dating service Match.com, the Fort Worth Star Telegram, Rent-A-Center and restaurant chain Pizza Inn, Launch Agency specializes in marrying global-agency strategic disciplines and best practices with high profile, boutique-style creative for new and mature brands.
