The full go-to-market for an officially licensed Peanuts collaboration: seventy-five diamond pendants for seventy-five years of Snoopy, carried from a 30-page strategy through content, film, and the Shopify launch. Built to read as heirloom, never as merch.
Headline
|75 years. 75 pendants. One strategy.
★ Deliverable manifest
|No. 2025 · AS · 001
Delivered 09 · 2025
/ Strategy build · Reliable PR & Marketing · Bakersfield, CA
★ Signed-off & shipped
★ Before / After
Alice Sunderland had already done the hard part: an officially licensed Peanuts collection in 18k gold and diamonds, capped at seventy-five pieces. What it did not have yet was a plan for meeting the world.
A €40,000 pendant with an eight-week runway.
Pre-launch September 23. Public launch September 25. The strategy had to land fast and hold its nerve.
A licensing gate on every post.
All character content required Peanuts Worldwide approval. No plan survives that unless the gate is built into the calendar.
A shelf crowded with $50 Snoopy merch.
Dozens of Peanuts collaborations in market. One wrong note and a fine-jewelry heirloom reads as novelty.
A global fanbase with no channel map.
Snoopy's biggest audiences sit in the US, Japan, China, and South Korea, each on platforms that need their own playbook.
An invite-only pre-launch with no audience yet.
The Zoom event existed on the calendar. The room of collectors, press, and superfans still had to be built.
A 30-page strategy built for the heirloom read.
SWOT, competitor ladder, values, archetypes, voice, audiences, pillars, platforms, measurement. One file.
The licensing guardrails, codified.
Official 75th colors untouched, approved art only, © PNTS marks, and the approval flow planned into every content week.
A position above every collab on the shelf.
Benchmarked against each Peanuts collaboration in market and phrased so nobody mistakes an edition of 75 for seasonal merch.
Three audiences, nine sub-segments, four markets.
From WeChat collectors to TikTok tastemakers to Facebook gift-givers, each with its own platform row.
A full launch engine, not just a document.
Twenty-one statics, seven launch graphics, video edits in Premiere, a Shopify collection page, and Klaviyo sequences that are still live today.
★ The thesis
A Snoopy collaboration gets read one of two ways: gimmick, or heirloom.
The market is full of borrowed characters. This one is 18k gold, diamond-set, capped at seventy-five, and licensed at the source. Every page of the strategy exists to force the second reading.
/ background · the actual stone-setting photograph from the deck, page 07
★ The throughline
"From comic strip
to heirloom."
Five words from the deck's key-phrase bank. The line every caption, invite, and pitch routes back to.
/ pulled from the strategy doc, page 15
★ The product is the proof
Pavé diamonds, 18k gold, and a beagle who has earned both. The launch photography carried the whole positioning: no props, no gimmicks, just the pieces.
The diamond edition and its 18k companion
Rosé, white, and yellow gold editions
The diamond edition, worn
/ only seventy-five of the diamond edition exist. these photographs did the arguing.
★ What we delivered
The whole launch lives in one deck: positioning, SWOT, two competitor ladders, values, archetypes, voice, a full chapter of Peanuts licensing guardrails, three audience dossiers, four content pillars, the platform map, and the measurement frame. A pre-launch project plan rode alongside it.
★ Selected interior pages
/ Tap any page to open the full spread
★ 5 of 30 shown · full deck stays with the client
★ Motion, licensed
Two of the four edits we produced for the campaign. Every frame carrying character art went through the same Peanuts approval flow as the stills.
The launch teaser, cut in Premiere
Amsterdam, floating: rooted in story
/ muted loops shown here · the full cuts shipped with sound
★ The work in the wild
Every piece below cleared Peanuts Worldwide brand review before it shipped. Editorial statics, the launch carousel, and story frames, all cut from one system.
★ The launch editorial
The launch editorial, streetwear read
The gold edition, worn for the feed
The official 75th look, on a quote card
★ The storytelling system
The launch carousel: Snoopy shoots the collection
The process, told in polaroids
The story frame that led the teasers
/ thirty-seven files went through brand review across the campaign. these are a few that came back approved.
★ The positioning problem
The competitive analysis mapped every Snoopy collaboration a buyer could meet on the way to this one. The strategy's positioning job: hold the top rung, alone.
01
Peanuts Store · Macy's · Etsy · Impulse gifting and character charm
02
Gnoce × Peanuts · Playful, youth-driven, customizable
03
Monica Rich Kosann × Peanuts · Sentimental storytelling, slogan-led
04
Alice Sunderland x Snoopy · 18k gold, diamond-set, licensed at the source. Gold editions at €3,000
/ rarity is the argument. seventy-five diamond pendants exist worldwide, and the strategy says so on every rung.
★ Brand architecture
Not Jester, though the character is playful. Not Innocent, though the tone is wholesome. The trio that lets a cartoon beagle live in fine jewelry without either side losing.
Ruler Legacy & leadership
Craftsmanship, heritage, and intentionality. Jewelry that commands respect in the luxury space instead of asking for it.
↳ superpower · Elevated excellence with authority
Magician Transformation & wonder
Memories turned into masterpieces. Snoopy's timeless charm through Alice's signature artistry: storytelling with soul.
↳ superpower · Turning emotional resonance into luxury
Lover Emotion & intimacy
Jewelry meant to be worn close, gifted with purpose, and treasured forever. The sentiment is the product.
↳ superpower · Turning everyday moments into meaning
★ Playing by house rules
Peanuts Worldwide protects a 75-year-old character the way Alice protects her stones. The strategy treats the license as part of the luxury: the same gates that slow a post down keep the mark worth wearing.
01
The 75th palette ships untouched
Official anniversary colors matched to CMYK. No recolors, no filters, no effects on character art.
02
Approved brand art only
Strips and patterns used exactly as supplied, scaled in proportion. Never stretched, never cropped into decoration.
03
Program typography on program assets
Cafeteria Bold and Agenda whenever a graphic carries a Peanuts lockup or template.
04
© PNTS rides every character post
The legal line travels with the artwork, on grid posts and stories alike.
05
Wholesome, optimistic captions
Gentle wit and character quotes welcome. Snark, edge, and irony never make the cut.
06
Every character post clears the gate
Concept, prototype, sample, through Peanuts Creative Associates, planned around a ten-business-day turnaround.
Most strategies tell a brand what to post. This one also codifies what it is allowed to post, so the calendar never writes a check the license cannot cash.
/ the ten-day approval gate is baked into the content calendar, not bolted on.
★ Who the collection speaks to
Not "Snoopy fans." A collector who wants provenance, a tastemaker who wants the story, and a gift-giver who wants the moment, each mapped to the platforms where they actually live.
01
Sees fine jewelry as an investment. Wants provenance, edition numbers, and certificates before feelings.
↳ WeChat · LINE · Instagram · LinkedIn
What pulls them in
02
Mixes high and low. Buys the story and the styling before the spec sheet, and discovers on short-form video.
↳ Instagram Reels · TikTok · RED · Douyin
What pulls them in
03
Grew up with Peanuts. Buys meaning and milestones, and needs sizing, timing, and shipping made effortless.
↳ Facebook · Instagram · Pinterest
What pulls them in
/ nine sub-segments sit under these three, each with its own platform row in the deck, from Bilibili historians to Etsy resellers.
★ Implementation rhythm
From the August discovery call to the November 21 launch and the e-commerce build behind it, with the licensing gate given its full ten days at every step.
Aug 28
Contract start. Discovery call: the collection, the license, the markets.
September
The 30-page strategy and pre-launch plan delivered, positioning locked.
October
Content engine on: statics, carousels, stories, every piece through the Peanuts gate.
Nov 4
Launch graphics and carousels uploaded for brand review.
Nov 21
Official launch across the US, Japan, China, and South Korea.
Dec – Feb
The Shopify collection page, Klaviyo sequences, video edits, and ads.
/ the shopify collection page and the klaviyo sequences built in this window are still live and selling today.
Strategist of record
Lauren Harris
Reliable PR & Marketing · Bakersfield, CA
Most collaborations borrow a character for a season. Alice built one an heirloom for its seventy-fifth birthday. Our job was making sure nobody ever mistook it for merch.
Lauren Harris
Co-founder · Lead strategist
Deck
30 pages
PDF · plus the pre-launch project plan
★ A note from the team
If you read this far, you are the kind of brand that takes a launch seriously.
We build launch strategies the same way for every product we partner with. Licensed or not, luxury or not: positioned first, sequenced backward from the date, honest about the gates.
If you have a launch on the calendar and no strategy underneath it, we can start with a thirty-minute conversation. No deck. No pitch. Just a real read on whether the work fits.
Lauren Harris
Co-founder · Lead strategist
She built this strategy, page by page.
Christopher Harris
Co-founder · Operator
He runs the agency · chris@reliablepr.net
★ END ★
