Elmer'sStretch Your Creativity Scroll
The Campaign

A rallying cry for creative, kid-led exploration.

"Stretch Your Creativity" gave kids permission to customize, test, and discover new ways to play. The creative invited them in. Showing the full range of colors, textures, and possibilities that Elmer's slime could create, with pre-made formats that skip the mixing and get straight to the stretch.

User-generated content showed kids in action: Cosmic Shimmer, Fruity Slushie, DIY classic. Campaign carousel ads on kid-adjacent platforms drove awareness to trial. The authenticity of real kids doing real things was the ad. We just gave it the right frame.

The Challenge

Stay the leader.
Don't repeat yourself.

Evolve Elmer's slime leadership with fresh, modern expression that highlights new textures and clearly communicates value at first glance, building upon the success of last year's creative, but not repeating it. As well as educating consumers that Elmer's makes no fuss pre-made slime.

The Product Truth
New textures. No mixing. Pre-made, ready to stretch. The trusted power of Elmer's, now built for the way kids actually play. Product Truth
The Variants

Three textures. Three films. One feed.

A trio of social-first films, each anchored to a distinct slime variant. Same brand world, different feel in the hand. Built vertical, built for scroll.

Pinterest Seasonal

Stretching the season.

Beyond the launch films, we created original seasonal holiday content for Pinterest. Vertical, scroll-stopping, instantly clickable. Each moment built to ride the holiday wave, drive brand awareness, and route Pinners straight to purchase.

In The Wild

Real hands. Real stretch.

Kids doing what kids do with slime. Scooters, bedrooms, backyards. The campaign lived where play actually happens, not in a studio.

Scooter Two kids on scooters stretching orange Elmer's slime between them
Pink Slime Girl in a pink bedroom stretching pink Elmer's slime
Castle Girl pouring orange Elmer's slime down a castle playset with toy dragons outdoors
Color & Backdrop

Stretching the brand.

Saturated sets, single-color backdrops, hero textures. Kid-in-frame meets product hero. Built for the shelf, the feed, and the page-stopper.

Fruity Boy stretching orange Fruity Elmer's slime on a blue background
Blue Girl stretching blue Elmer's slime on a blue background
Galaxy Boy in a starry-night room playing with Galaxy Elmer's slime
Texture Story

Cosmic Shimmer up close.

Macro detail, hand pour, hero pack. The Cosmic variant is built around shimmer, so the camera leaned in. Texture you can almost touch through the screen.

Hero Jar Cosmic Shimmer GUE jar on a split blue and orange background
Hand Pour A hand squeezing Cosmic Shimmer slime out of the jar on an orange backdrop
Macro Macro detail of Elmer's Cosmic Shimmer slime with blue and purple swirls
Pre-made, Ready to Stretch

Open. Squeeze. Go.

New formats, no mixing. The Glitter Glue and Fluffy Activator do the work, the kid does the play. Product photography that made the pre-made promise feel tactile, not clinical.

Glitter Boy in a pink shirt stretching Glitter Elmer's slime upward on an orange background
Fluffy Blue Boy in safety goggles pulling Fluffy blue Elmer's slime in a kitchen, packaging visible
Glue + Activator Elmer's Glitter Glue bottle and Fluffy Activator tube with a slime cloud on a blue background
Beyond Just Stretch

Why parents reach for Elmer's.

Dynamic
It pours, pulls, bounces, and stretches. No toy does what slime does.
Educational
Kids learn chemistry, cause-and-effect, and material science without knowing it.
Imaginative
Every batch is different. Every kid makes it their own.
Trusted
The power of the Elmer's name means parents feel safe handing it to their kids.