Minecraft/Go Go SqueeZ Partnership

GoGo squeeZ was facing a critical business challenge: declining household penetration (HHP) among families with kids aged 9–12. Historically perceived as a snack for younger children, the brand risked losing relevance as kids aged out of its core demographic. For 2025, our goal was clear and quantifiable: reverse the decline and achieve a measurable increase in HHP among households with kids 9–12 by repositioning GoGo squeeZ as a “cool” and desirable brand for this age group.
To reignite excitement, our creative partners at OneHorizon we developed a bold new campaign to bring these characters to life. Our media challenge was to extend the presence of GoGo squeeZ beyond traditional media and embed the brand authentically into “kid culture”-where tweens and teens are naturally spending time.
Our breakthrough insight came from deep research into tween media habits: gaming is a dominant passion point for kids 9–12, with Minecraft standing out as a cultural phenomenon in this age group. The upcoming Minecraft Movie was set to generate massive buzz, and with GoGo’s new character-centric creative approach, it presented a unique opportunity for GoGo squeeZ to intersect with this cultural moment. Rather than interrupting play, we aimed to integrate GoGo squeeZ into the Minecraft universe-meeting tweens where they are, in a way that felt organic and exciting.