How we put care for parents back at the heart of Mothercare

Mothercare, a children's clothing and products retailer, increased sales in the UK by launching a campaign that celebrated new parents and showed an honest portrayal of motherhood.

Campaign details

Brand: Mothercare Client: Mothercare Agency: mcgarrybowen

Summary

This is a paper about how strategy can make a difference.

How it took Mothercare, a brand staring into the abyss, and gave them a new positive outlook. It gave them a reason to exist and a credible point of view that enabled them to smash taboos and push culture forward.

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