Baba Ramazuri
We managed to reverse the trend of a decreasing marketshare on Hungary's long-time love brand, Baba, by introducing a pupose platform to the communication.
The Baba brand has been present on our market for almost 100 years and is a true love brand with rich, traditional heritage. However due to recent market challenges it started to lose market share and relevance. To reverse this trend we intoroduced a new pupose platform to the communication to refresh and rejuvenate the brand. Our belief is that phisical care is equaly important as emotional care, even though we tend to neglect the latter in the busy day-to-day. Baba’s purpose is to make the kids’ bathtime into the time for shenanigans and fun when they can bond with their parents. To land this message we used TV and digital media, not just ensuring awareness but also engaging through influencers and counsumer promotion. Due to the successful campaign we managed to reverse the trend, and grow market share and penetration.