Ain’t no Cuppycat.Only Munchkin.

RESULTS

A return to level ground.

After a reported 22% revenue decline in 2025, the cups business was reported as flat in 2026.

New cups reached Munchkin.com in May and Walmart in July. TikTok affiliates sold more than 700 Stay Cool bottles in two days.

Flat

Reported 2026 cups revenue, after a 22% decline in 2025Reported 2026 revenue, after a 22% decline in 2025

+32%

Sales lift on Munchkin.com for the new Miracle, with Any Angle up 25%Miracle ecommerce sales lift; Any Angle +25%

700+

Stay Cool units sold in two days through TikTok affiliatesStay Cool units sold in two days via TikTok affiliates

Cups brand in a $260M category, with an 18% shareCups brand, 18% share of $260M

A child in a blue hat and number 01 jersey holding a Munchkin cup beside the words Ain’t no Cuppycat

Real kids brought their own personalities. A cast with opinions.

MY ROLE & COLLABORATORS

My part in the work.

Alongside Diana Barnes and Brett Stiller, I helped lead creative strategy for the launch.

Munchkin’s in-house team developed and produced the campaign, connecting nine products through one recognizable point of view.

100%

Developed and produced in house

In-house

Creative strategy, development and production

COMPANY

WHY Brands (Munchkin)

YEAR

2026

CREATIVE STRATEGY

Diana Barnes, Brett Stiller, and Chris Harrelson

ROLE

Campaign, film, photography, paid social, ecommerce, localizationCampaign, film, photography, social, ecommerce, localization

DEVELOPMENT AND PRODUCTION

Munchkin Brand Design team

THE CREATIVE OPPORTUNITY

Give the original a voice of its own.

Nine products. A crowded aisle. An audience with very small hands and very strong opinions.

Plenty to work with.

Munchkin helped shape the cups category with products like Miracle 360 and Any Angle. The creative opportunity was to make the brand behind those innovations unmistakable.

Ain’t no Cuppycat gave the range a shared attitude—and a little room to show off.

THE CAMPAIGN IN PICTURES

A teal Munchkin cup with a yellow rim on a colorful graphic background

Three toddlers sitting together surrounded by colorful shapes

THE CREATIVE IDEA

A family resemblance. Individual personalities.

Each cup had something different to explain. They also needed to look like they belonged together.

Film, photography, social, ecommerce, email, and retail media gave the range a consistent visual voice. Real kids brought their own personalities.

A cast with opinions.

Children in a row with the line Made for the modern age of parenting

GLOBAL BY DESIGN

Five languages. Same attitude.

AI tools helped localize assets into five languages and adapt performance creative.

The work could travel while every child shown remained real.

Small cups. Strong personalities.

A consistent look, with a distinct story for each product.

CAMPAIGN
The campaign’s attitude, in motion.
PORTFOLIO
Nine cups. A family resemblance.A family resemblance. Individual personalities.
ANY ANGLE
An everyday moment with Any Angle.
CLICK LOCK
Click Lock’s part in the story.
CONTROL FLOW
A little introduction to open-cup learning.
MIRACLE
A familiar cup. A fresh expression.
PERFECT ANGLE
Perfect Angle’s place in the range.
STAY COOL
Stay Cool joins the lineup.

01 / 08

ONE IDEA, A LOT OF PIECES

400+

Final files carrying the campaign

Products with a shared creative voice

Languages carrying the same idea

700+

Stay Cool units sold in two days through TikTok affiliatesStay Cool units sold in two days via TikTok affiliates