Calling mom-to-be

The campaign was aimed at expectant mothers and mothers with children under the age of three. ComutaNet's squad of promoters demonstrated the product features the Cuddlers Prints range as well as the New Born range. Awareness of the product benefits of the brand was also reinforced by advertisements on rank TV and exterior taxi advertising.

“With a busy life and active toddlers, today's working mother needs a disposable nappy she can rely on,” comments Gavin Ritchie GM: Sales and Marketing at ComutaNet “Nappies are bought on trial and recommendations – which made this a perfect match with our in-queue promotion offering.”

Mothers were also enticed to buy the product by standing the chance to win a baby shower every month for six months. The competition garnered approximately 4000 entries – quite an achievement considering the niche target market.

“Interacting with mothers on a regular basis is key to our marketing strategy,” says Ritchie “We have built great trust with this market and childcare products are always bought on trust.”