Peanuts concludes social media pitch for Japan

Peanuts, the global character brand for Snoopy, Charlie Brown and friends, has appointed creative branding agency K&C to handle its social media strategy across Japan.  

K&C is an independent creative branding agency that was founded in 2013 with a deep understanding of Japan, its culture, and how the country is portrayed externally, according to the release.  

Through this partnership, K&C will lead the end-to-end social media strategy and operations to elevate the iconic Peanuts brand across Japan. 

The agency will work with Peanuts to lead social media strategy and activations, including influencer collaborations, content creation, and community management of social platforms for the Japanese audience.  

Honing the unique aspects of character culture in Japan, K&C hopes to drive affinity for the entire Peanuts gang that is loved by so many around the world. Through this partnership, the company will also collaborate closely with Sony Creative Products, which is the licensing agent for Peanuts in Japan. 

K&C will expand on the width of the Peanuts gang beyond Snoopy, which already holds a strong character presence in Japan. The company will also amplify the wisdom of Peanuts with key messages that resonate with Japanese Gen Z and Millennials today and show the depth of the Peanuts universe with content that is relatable, inspiring, and fun. 

“We’re seeing an increase in social media engagement for Snoopy amongst Gen Z across the globe, but Japan in particular, has always had a strong affinity for the ‘coolest beagle on the planet’.” said Melissa Menta, senior vice president of marketing and communications at Peanuts Worldwide. 

“We’re excited to kick off this partnership in Japan to build on the Peanuts brand experience that is unique to the Japanese market, while staying true to who we are globally,” she added. 

“While Japan’s global positioning has continued to decline over the last 30 years, its cultural export remains strong,” said Daisuke Nakamichi, founder and managing director at K&C. “That’s why we know there is immense potential to expand affinity for the Peanuts gang here in Japan. We’re excited to partner with the Peanuts brand to deliver exceptional social campaigns that captivates the Japanese audience and beyond.” 

MARKETING-INTERACTIVE has reached out to K&C for more information. 

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