2008
Plum Vision
Plum Baby
| The thinking behind Plum Baby |
Although Plum was just 18 months old when we first met, it had big ambitions: a bold brand idea to raise awareness and help the brand become famous. The challenge? Modest means and the fact that currently mums only interact with Plum in a very transient way (our consumers get old faster than most others), as weaning - the entry point for the brand - only lasts roughly 6 months. However those consumers have double the amount of taste buds as an equivalent adult and are tuned into to every kind of sensory development. We created the positioning ‘A Taste of Things to Come’ that not only differentiated Plum in the baby food business (organic baby food alone was not going to cut it), but also allowed it to grow as a brand, give something back and strengthen the relationship with its customers. It’s a long-term platform that works for the product – as Plum literally offers ‘a taste of things to come’ by using adventurous foods like beetroot, artichoke and pomegranate, and for the brand – as Plum helps develop and stimulate the other senses through a series of brand activities and programmes. The first demonstration of this is PlumVision - a free online moving picture book for mums and babies to enjoy together. Working alongside a baby psychologist, we created a series of films that bring the sights and sounds of nature into the home, and offering a moment of precious quiet time together, PlumVision offers something of real value back in exchange for a mum’s loyalty. Currently the average time spent on the site is 10 minutes and research has proven that this activity is associating the brand to statements such as ‘is a responsible brand’ and ‘a brand that understands my needs’. |
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The Plum Vision website Visit site |
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Plum Vision behind the scenes on flickr Visit gallery |
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| Say hello |
Address Axe & Bottle Court, 70 Newcomen Street, London SE1 1YT |
Telephone 0207 407 7800 Fax 0207 681 1573 |
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