SCRABBLE: Repositioning A 60-Year-Old Brand

A STORY OF SUCCESS

How do you change the perception of a 60-year-old brand and get the attention of a young and hip audience? Hasbro Games came to Carmichael Lynch Spong with that very request: create and execute a dynamic plan to reposition the company’s legacy game of SCRABBLE just in time for its 60th anniversary.

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