For this iconic brand, we helped Playtex Products rethink its go-to-market approach by focusing on the needs and motivations of health care professionals.
Mothers have trusted Playtex for their baby product needs since the early 1930s, and the brand is one of the best sellers in the industry. However, the positive brand equity that had been established with mothers didn’t exist among health care professionals. The challenge was to identify a way to drive stronger revenue growth and market share through health care professional endorsement.
VDLA first held input sessions with key employees, conducted qualitative and quantitative research with health care professionals, attended medical conference reviews, performed retail audits of the competitive landscape, and analyzed existing market research studies. Based on insights gained during this discovery phase, the Playtex professional target audience was redefined and a long-term initiative that directly addressed the motivations of health care professionals was developed to change the perception of Playtex. The Playtex “M.O.M. Mother’s Own Milk Program” was a fully integrated educational program customized to individual physicians and lactation professionals, mothers, and family influencers. The program included free educational tools for professionals to use and was delivered in person at medical conferences and via direct mail and print advertising. As a result of the program, Playtex professional recommendation rates jumped by more than 80%, direct mail response rates were more than 10 times the industry average, Playtex gained a reputation for being a strong breastfeeding advocate, and it became the #1 recommended brand.
What we did: market research, brand strategy, brand positioning, print design