Carter Holt Harvey Treasures Babycare - All You Need For Everyday

This is a true kiwi success story: a NZ company, with a NZ marketing department and a NZ agency taking on the world’s leading multi-national and winning.

'All you need for every day'

Agency: Colenso BBDO Advertiser: Carter Holt Harvey Treasures Babycare Awards: FMCG (Bronze)

Marketing Challenge

Nappies is a 'mega-category' with sales of over $100 million. It is a fiercely competitive market traditionally dominated by multinationals with vast marketing resources. Kimberley-Clarks brand Huggies is a formidable competitor that holds the number one position in almost all markets it competes in globally.

The nappies category segments into three tiers: Premium, Mid and Budget as defined...

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Insights Team
Bray Leino

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