Marketing to 3-year-olds

From the “It’s All Just Marketing” department…

Last summer, my wife and I were having trouble getting our three-year-old son to take an afternoon nap on days when he was home. He took them at daycare, probably because all the other kids did. But on weekends and other days he was home, we couldn’t get him to do it, and we suffered the consequences in the late afternoon and evening.

The solution? We re-branded nap time.

We now call it “Quiet Time,” and it’s all the rage. He looks forward to Quiet Time and will often suggest it before we do.

It’s new! It’s cool! It’s the latest thing!

But once Quiet Time becomes passe, it’s back to the creative department.