After years of growth through acquisition, Party City had become the party supply category's de facto leader and sole specialty retailer, enjoying nearly ubiquitous awareness with consumers coast to coast.
But growth was stalling. Generalists from mass retail — from dollar stores to Amazon.com — had stepped up their game, offering the party-supply basics alongside household staples — and often at lower prices.
Sure, Party City has the most party supplies. But it also has the best supplies that customers won’t find elsewhere — including an unparalleled assortment of unique items and popular licensed goods, along with expert support and inspiration that are sure to take things to the next level. We had to let party hosts, trick-or-treaters, and bar crawlers know that their celebrations would be more epic, more memorable, and more "like"-worthy with the offerings and support they’d find only at Party City.
Enter "Oh, It’s On." These three simple words captured the ambition of customers as they plan unforgettable parties and express how Party City helps them make these moments even more extraordinary.