Concept: Development of a collection of baby stroller liners that must stand out from the dominant and repetitive baby trends (i.e. grey or cream or sky blue or baby pink classic patterns).
Execution: The approach was focused on lively colours and characters with a playful tone. Instead of a 'blend in' spirit, we went for a 'pop out' effect by using high impact colour blocks and themes that avoid traditional baby cute bears, cute bunnies...
Did it work?: The results have proved to reinforce the distinctiveness of Baby Star in the stroller liner/footmuff market. It's helped secure a niche as a fresh and fun brand and increased sales on approximately 35% from previous campaigns and help move the brand from a price based costumer to an emotion based type.