In a highly competitive industry with rivals, Nestle (Gerber), J&J (Johnson’s) and Philips (Avent), a creative approach impacting product, positioning and target expansion reversed years of declines, driving double-digit sales growth on Playtex Baby Bottles.
Executive Summary
Client Challenge
To reverse declining sales on mature brand, Playtex, in a market with new trends and competitors by:
- Capitalizing on breastfeeding trends
- Capturing new moms pre-birth
- Appealing to all moms with product offerings
The Strategy
Consumer research led to input gathered from healthcare professionals who interacted with new moms:
- The research indicated that moms were breastfeeding more, relying heavily on the recommendations of healthcare professionals (HCPs)—specifically OBGYNs, lactation consultants and childbirth educators
- Playtex bottles were perceived by HCPs as not compatible with breastfeeding and were often discouraged for new moms
- These insights informed a strategy to update and expand product offerings to be “most compatible with breastfeeding”
| Old Product | New Products |
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The Solution
Product re-design working with HCPs and then claims validation from a clinical study at Boston Children’s hospital—new nipple, breast pump and accessories- Created the M.O.M. (Mother’s Own Milk) program for HCPs that offered educational materials, samples and support
- New advertising campaign repositioned from “healthiest bottle” to “most compatible with breast feeding”
Business Impact
- Annual sales declines of greater than 10% reversed to over 10% growth, a 22% improvement
- HCP engagement and recommendations increased 40 points with Playtex Baby becoming the preferred choice for new moms planning to breast and bottle feed
- By offering products that met new moms’ needs, we captured them as loyal users for the entire portfolio, setting off portfolio growth of +50% over the next few years
“By objectively and thoroughly understanding the needs and influences on our target audience, we developed an integrated strategy that delivered superior products desired by new moms and HCPs. Then, by positioning them creatively to both groups, we quickly created a more contemporary and relevant brand image.”
- Kenn Adach, Partner & CMO