CLIENT
BabyLove
Debra Smith, Marketing Manager, BabyLove
Mae Mizuno, Assistant Brand Manager – Baby Care, BabyLove
AGENCY
Rob Belgiovane, Chief Creative Officer, BWM Dentsu
Asheen Naidu, Executive Creative Director, BWM Dentsu
Denny Handlin, Creative Group Head, BWM Dentsu
Jon Foye, Creative Group Head, BWM Dentsu
Karl Bates, Executive Planning Director, BWM Dentsu
Moensie Rossier, Planning Director, BWM Dentsu
Andrew Henderson, Senior Account Director, BWM Dentsu
Ashley Martin, Account Manager, BWM Dentsu
SUMMARY
This entry demonstrates how a Challenger brand can take on a dominant category leader and win with a budget of only 50,000. It did so via a deep psychological understanding of a complex and traumatised target audience; those giving birth to premature babies. 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% and market share 14%, as well as a positive effect on the BabyLove Masterbrand.