"Set against a bright red backdrop, the digital lamb called me out for "cheating on sleep:" I had been scrolling late into the night. Persephone is the mascot of Canadian mouth-tape brand Sleep or Die. She's not just on its social media channels, she greets customers at the online store and she is all over digital branding. "It brings a very fun, playful vibe to the brand and it's a way of creating personality without relying on the founder to be the face of socials,"
"The brand used more than Persephone's winning personality to build hype before launch. It also created anticipation by initially obscuring what it was launching, inviting day-one fans to an insider's club with perks and discounts and creating a private Instagram for these fans to foster a sense of community. For Sleep or Die's founder Lauren Sudeyko, being a social-first brand was intuitive for her. "I never even considered doing it another way.""
Persephone, a digital lamb mascot, anchors Sleep or Die's social-first launch for its Canadian mouth-tape product. The brand layered playful character-driven content with pre-launch tactics such as teasing the product, obscuring details, recruiting day-one fans into an insider club with perks, and creating a private Instagram to foster community. Founder Lauren Sudeyko prioritized social channels from the outset. Consultants note that mascots create personality without centering founders. PR experts describe a strong social roll-out as the modern equivalent of a press announcement for conveying mission, values, tone and unique selling propositions affordably.
Read at The Globe and Mail
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