In 2004, the 500-plus U.S. franchisees of Gymboree Play & Music were having trouble attracting new customers. Mothers saw Gymboree as a place to play, but couldn’t understand why they should pay $200 for a few playdates when they could play at home for free. Gymboree called the Hive to help refocus their message on the benefits of child development. The Hive's first task was to replace the words in the name “Play & Music” with a tagline that better described the mission of Gymboree: growing young minds. Then, we found a new advertising voice for Gymboree, talking to parents about parenting with an adult sense of humor. This first small advertising assignment grew into a soup-to-nuts rebrand the following season.