Agency: BWM Dentsu
This entry demonstrates how a Challenger brand can take on a dominant category leader and win with a budget of only $100,000. It did so via a deep psychological understanding of a complex and traumatised target audience; those that gave birth to babies prematurely. It harnessed new technology to reduce their grief and guilt in a way that was creative, and truly beneficial. Out spent 14:1 by Huggies, the Premmie Proud initiative increased sales 13%, as well as having a positive effect on the performance of the BabyLove Masterbrand.
Total Campaign Expenditure
What was the strategic communications challenge?
The total Australian nappy market is currently worth $654M . Whilst disposables only accounted for 40% of the market in 1993 they now represent in excess of 96%2. Competitor Kimberly Clark, who own Huggies, dominate the category whilst BabyLove owns around 33% of the market and was being outspent by a factor of 2.5:13.