Keeping a heritage brand the number one choice for new millennial mums
Brandscape
Today’s mums are deluged by choice. Own-label products and new challenger brands are filling the shelves, eroding the appeal of the more traditional options. Mums’ shopping habits have changed, too, with many going online to research the best choice; their decision swayed by the reviews and opinions of thousands of other mums. In such a competitive market, how does a historic brand bounce back?
Challenge
Once upon a time, the Early Learning Centre (ELC) was the go-to brand for mums looking for pre-school education toys. Today’s mums, however, are deluged by choice. Own-label products and new challenger brands are filling the shelves, eroding the appeal of the more traditional options.
Mums’ shopping habits have changed, too, with many going online to research the best choice; their decision swayed by the reviews and opinions of thousands of other mums. In such a competitive market, how does a historic brand like the Early Learning Centre bounce back?
Approach
The Early Learning Centre’s trump card is its heritage. Our solution was to use this to good effect by showcasing the brand values, building on the trust that customers have in it and reinforcing the brand’s USPs. To do this, we ensured the brand’s educational messages stood out clearly on-pack, so mums could see the products were about more than just playtime.
We created a striking visual architecture to amplify the educational benefits and developmental skills of each product. And we married these on-pack graphics with an authoritative and informed tone of voice to complete the effect.
Related works
