72 and Sunny

72 and Sunny for Nook.

Nook is a new product and brand that was invented and produced solely by 72 and Sunny. Nook is the first company to be launched out of what the agency deems their "Venture Creativity" division. Since this is an entirely new product for 72 and Sunny to introduce into the marketplace, they designed everything from the product and packaging to the retail and PR components. From far away the Nook mattresses just look like a modern version of the egg crate padding you can put on top of your mattress, but they are actually designed specifically for infants. The mattresses are constructed to allow additional air flow through the material and support air circulation throughout a baby's body. On the one hand, I feel like this product is another environmentally friendly (the fabric is made of Eucalyptus), yet unnecessary effort to enhance something that people have been living comfortably without for centuries. On the other hand, I have to commend 72 and Sunny for finding an opportunity in the marketplace by that could be filled by a new product. This forward-thinking attitude is what makes the marketplace function properly, creating and circulating new products that can fill a void in consumers' lives and advertising these new product launches along the way. This endeavor also shows the collective results of an advertising campaign used to promote a product developed by the agency, itself. Advertising is only one aspect under the umbrella of marketing, so why shouldn't ad agencies be allowed to design and launch their own products? Most full service agencies take part in other marketing-related tasks already (product research, distribution tactics, and consumer research to name a few). This could be a great thing for the advertising industry in that it would not only consolidate producers and marketers of a product, but it would also lead to a better understanding of the product and marketplace when designing a campaign. It looks like 72 and Sunny hopes to have more companies like this launched through their "Venture Creativity" department, but we would need a lot more agencies to follow suit in order to see any convergence between the creation of a new product and its advertising.