Tonka has become a brand resigned to our fathers' memories. That's unfortunate. When children play with trucks, they are imitating the world around them. Tonka is reality imagined.
- Copywriter: Chris Kessler
- Art Director: Holly Younce
Pushing the point of "reality imagined," we came up with the idea to take out ad space in large metropolitan newspapers where an imaginative scene from one of our print ads would appear next to an article relating it to a real situation—in this case, a high-rise being built on the beach at Coney Island, and the reaction it gets from non-children. Full article.
How would a child envision a billboard? Probably as a crane.
How do you get children to associate big trucks exclusively with the Tonka brand? Sponsor high-profile construction sites in cities like New York, L.A., and Chicago by using branded vehicle wraps on all construction vehicles