Along with the ads, the Web company debuts a redesigned site (www.iparty.com) that aims to offer one-stop shopping for time-starved consumers.
The $10 million integrated ad campaign from Kirshenbaum Bond & Partners, New York, includes print, Internet, promotion and guerrilla marketing efforts. The tagline is "I want, I click. iParty.com."
IParty's "soft launch" utilitarian Web site went up in April. The revamp, by interactive shop Rare Medium, New York, goes live today followed by a "grand opening" on Oct. 6. Banners begin immediately, followed by print ads Oct. 18 in People and TV Guide.
The campaign continues through 2000 in magazines including Martha Stewart Living, Parenting and Redbook,
"This is a category that has been underexploited online," said Sal Perisano, CEO of iParty and co-founder of bricks-and-mortar party supply retailer the Big Party. "Shopping for party goods is somewhat stressful. It suits our target demographic to go online at their own convenience."
He described the primary target as moms who have several occasions during the year to throw parties. The site also will showcase products for adult occasions, such as anniversaries and holidays.
The first three Kirshenbaum print ads feature a child against a bright background and stream-of-consciousness copy. In the first, a little boy rambles about the Pokemon birthday party he wants. The copy reads: "I want Pikachu the Pokemon to come to my party and invite his friends but not the red scary guy because he's mean and I think if I talk to Pikachu and ask real nice I can become his master."
"It will be interesting to see the reaction because the way the ads are written are so accurate as to how kids' minds work," said Bill Oberlander, executive creative director and father of two. "I think it'll really hook the moms."
The agency and iParty are already at work on future projects, including