The Safety Squad

Challenge

For parents, basic things can become a source of danger. Heating a baby bottle is one of those things, with hot liquids the leading cause of burns among infants and toddlers. This is especially true for on-the-go parents, where their usual ‘safe’ ways of testing hot milk aren’t available. NUK created a temperature-controlled baby bottle that warns parents when milk is too hot, protecting their babies from being burnt. The brief was to promote this product through a campaign that could explain in the clearest possible way the benefits of owning NUK’s baby-bottle.

Inspiration

Our target audience was newborn parents having their first baby, also known as ‘primipara’, and for whom keeping their baby safe can be a source of stress. Instead of trying to reach them with a classical campaign, we decided to reproduce NUK’s innovation to let them experience product-demos on multiple touchpoints. We wanted to prove that NUK’s priority was all babies and not just their client’s babies – powerful proof of the brand’s strong engagement, but also that NUK’s products were the best for them and their babies.

Idea

To promote a “temperature-controlled” product, we decided to create a “temperature-controlled” campaign through the Safety Squad, a cast of paper guinea pigs embedded into different printed formats available in public spaces for parents on-the-go to test their milk before feeding their babies. These printed assets featured a thermosensitive ink that reacted to the temperature of the liquid poured over it. After heating the bottle, parents just had to pour a drop of milk into the mouth of a Safety Squad member. If the milk was too hot, a warning message displayed on the paper, preventing them from harming their newborns.

Growth

Immediately after launch we noticed a strong increase of parent interest for the product, with +20% requests on search engines, +25% visitors on the product page and +174% time spent on the product page. We also noticed stronger engagement on digital, with +10% followers on NUK’s social account and +139% interactions on social media. We received strong coverage in France and nine other countries, achieving +76M media impressions. The first 10K copies of our formats were out of stock in five days, and we increased parent awareness about the risks of hot liquids and provided them with a concrete solution.