Morisons Baby Dreams Baby Toothpaste Launch

Client Brief

Morisons Baby Dreams wanted to diversify its offerings as a baby care brand beyond feeding bottles. They launched a Baby Toothpaste to penetrate the market pan India.

Idea & Execution

We positioned the toothpaste for toddlers as "Your Baby's First Toothpaste" to target new mothers. We highlighted its key features (fluoride-free, sugar-free and sulphate-free) that would appeal to parents cognizant of the ingredients they introduce into their little ones' routines. And of course, we played up the exciting strawberry flavour that would appeal to the toddlers' tastebuds too.

By Design played a pivotal role in the ideation, conceptualization and execution of new product and category launch films, as well as packaging, print and digital strategies.


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The brand managed to create an identity in a wider market, beyond the usual south and east regions with phenomenal sales in the toothpaste category pan-India.