The Grinch Holiday Campaign — "According to Max!" Launch

The situation
The Grinch is one of Dr. Seuss's most iconic holiday franchises. For the 2025 season, a brand-new title — How the Grinch Stole Christmas… According to Max!, told from the Grinch's dog's point of view — anchored the campaign. The goal: give a beloved evergreen franchise a fresh, buzzy reason to shop, while merchandising the full Grinch collection through the holidays.

My role
I led brand marketing for the Grinch holiday campaign end to end — strategy and messaging, copy, creative direction, retail and event assets, advertising, and social — coordinating across editorial, sales, design, and Dr. Seuss Enterprises.

The approach
I built a playful, franchise-wide holiday campaign — "Have a Wonderfully Awful Christmas with the Grinch" — that launched a new title and lifted the whole collection:

• Teaser & reveal: a "Behind every naughty Grinch…" teaser leading into the reveal of Max's POV — a social-first hook that invited fans in.

• Advertising: holiday display, ADSP, Bookshop, Snapchat, and Our House campaigns, plus newsletter and e-blast, merchandising the Grinch collection (Stole Christmas, Lost Christmas, Merry Grinchmas Baby!).

• Retail: floor displays and a retail & event kit that turned stores into Grinch destinations.

• Experiential: in-store Grinch storytimes and activities (coloring, crossword, sticker sheets) for families.

The result
A buzzy, franchise-wide holiday moment: the new title's social announcement drew 17.8K+ likes and sparked organic engagement from major brands in the comments, and retailers ran their own Grinch storytimes and displays — extending a classic franchise with a fresh title across social, advertising, retail, and events.