Pudgy Penguins succeeded by avoiding direct references to crypto, with the campaign focusing solely on physical consumer products rather than digital assets.
Pudgy Penguins has secured seven days of advertising space on the Las Vegas Sphere, throughout the Christmas period. The animated film features the brand’s penguin characters and highlights merchandise availability. Discussions reportedly began in early 2024 as the brand expands beyond crypto.
The campaign is estimated to have cost around $600,000, while the Sphere continues its regular screenings of The Wizard of Oz. The move attracted attention because the brand managed to promote its products without making any reference to crypto. This strategy sets it apart from previous failed attempts by other communities.
Why Chubby Penguins Succeeded Where Dogwifhat Failed
The campaign gained attention because a similar effort by Solana-based coin Dogwifhat was unsuccessful. Dogwifhat supporters raised approximately $700,000 to advertise on the Sphere, but the project was never realized and the funds were later returned.
At the time, Sphere said it only allowed crypto promotions related to Bitcoin or licensed exchanges. Dogwifhat organizers had publicly claimed a planned appearance, leading the venue to clarify that the campaign had not been approved.
Pudgy Penguins succeeded by avoiding any direct references to cryptography. Vedant Mangaldas, director of brand strategy and communications, said the campaign focuses solely on physical consumer products rather than digital assets.
A Sphere spokesperson confirmed that its advertising guidelines have not changed. The Pudgy Penguins display was approved because it promotes merchandise and entertainment content, not NFTs, tokens or blockchain services.
During the week, the Sphere features animated penguin characters and a brief mention of merchandise. There is no reference to the brand’s PENGU token, NFTs, or other crypto-related initiatives.
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The Pudgy Penguins’ move to mainstream success
Originally an NFT profile photo project, Pudgy Penguins has moved towards mainstream consumer markets. In 2023, the brand launched physical toys and secured placement at Walmart, helping it reach an audience beyond the crypto community.
By early 2024, the Pudgy Penguins toy line would have generated $10 million in its first year. The brand has also built a strong online presence through animated content and GIFs shared widely across social media platforms, expanding its reach.
Notably, this mainstream growth paved the way for the Sphere campaign. This illustrates how Pudgy Penguins leveraged its broader appeal to succeed where Dogwifhat could not. The campaign also highlights the potential for brands born in cryptocurrencies to reach a wider audience through non-digital promotions.
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