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Case Study

This case study shows how Huggies, the baby diapers brand, increased awareness and sales by developing 'hugging programs' across Canadian Hospitals.

Case Study

This case study describes how baby care brand Philips Avent positioned itself as an anti-colic expert in the US.

Case Study

This case study describes how Johnson's Baby used online and offline content to launch its dedicated YouTube channel in India.

Case Study

This case study shows how Johnson's Baby Lotion, a baby products brand, increased its consumer engagement in India by making moisturizing fun and an experience that enriched the mother-baby bond.

Article

This Company Profile from Euromonitor provides key details and analysis of SCA Group, the retail tissue and hygiene manufacturer.

Case Study

This case study describes how Johnson's Baby used extensive research to build a connection between online and offline to launch its dedicated YouTube channel in India.

Case Study

This case study describes how Baby Dove identified the digital behaviours of first-time mothers to launch into the baby care market in India.

Case Study

This case study describes how Kimberly-Clark, the personal care company, repositioned its Huggies diaper brand as the extension of a mother's hug in Canada.

Article

This paper explores the state of the global diaper marketplace, a $42.9 billion market with significant opportunities in the developing world.

Article

This Company Profile from Euromonitor provides key details and analysis of Procter & Gamble Co, the owner of brands such as Fairy and Febreeze.

Case Study

This case study details how Tommee Tippee, an infant products brand, re-designed its global website to not oversell to or patronise parents.

Case Study

This case study shows how Huggies, a diaper brand, delivered ground-breaking results in a fast-growing segment in the Vietnamese market.

Case Study

This case study shows how Huggies, a diaper brand, successfully took on its main competitor and increased sales in Vietnam.

Case Study

This case study describes how Water Wipes, a baby wipe brand, used a simple, stripped back campaign to explain that its products are chemical free and appeal to new mums in the UK and Ireland.

Case Study

This case study describes how WaterWipes, chemical-free baby wipes from Ireland, used the meaningful emotional difference in communications to grow the brand.

Article

This article outlines a case study for Bayer Consumer Healthcare's Bepanthen babycare skin cream that supported new mothers through educational reassurance.

Case Study

This case study explores how Pampers, an American diaper and baby products company, aimed to create an authentic relationship with parents by inviting them to share their stories.

Case Study

This case study describes a campaign by Pampers UnderJams, USA, that delivered growth in the bedwetting pants business by speaking to the mothers who feel inadequate for their children, and adding value through advice and counsel.

Case Study

This case study describes how Nestlé's Start Healthy Stay Healthy initiative took on the task of communicating to mothers in India the importance of breastfeeding, compelling them to act and start a public conversation about this subject.

Case Study

This case study demonstrates how Huggies, the diaper brand, targeted expectant mothers during their pregnancies with an emotional campaign to grow share.

Case Study

This case study describes how Johnson Baby, a category leader in baby care in India, carefully targeted paediatricians across the country to stem its decline in sales.

Case Study

This case study indicates how Pears, a baby care products brand, improved brand awareness and increased sales in Sri Lanka using mobile to engage its consumers directly.

Case Study

This case study describes the Owlet Baby Monitor, which uses monitoring technology and a smartphone app to reassure parents about their babies.

Article

This article provides advice for brands looking to connect with a disabled audience.

Article

This report argues that diaper and formula markets are significantly influenced by word of mouth, therefore a deep understanding of what drives product choice is critical.