Case History Database

Every formula brand was vying for that first reach of the tin on the supermarket shelf, promising they were the ones to be trusted. Karicare was squeezed in the middle of the big established brands and interesting upstarts, without anything new to offer and needed to find a different way to connect with new parents. Learn about the insights that inspired a new mission for Karicare: To truthfully redefine society’s expectations on parents to be perfect and be open, real and transparent about what it is to be parent. By committing to solving that cultural tension, Karicare has good reason to show up differently and with something interesting to say and do, each time. The campaign sparked a national conversation with widespread mass coverage growing unit sales in a declining category and brand metrics against competitors.