Tesco Loves Baby!

Tesco Loves Baby Front

Tesco announced this week the launch of a new Private Brand, Tesco Loves Baby, the new branded is targeted to serving the needs of children up to the age of three. The line includes Tesco Newborn Nappies (Diapers), which come with ‘a special wetness indicator’, that allows parents to know when babies need changed.

Tesco Loves Baby diaper 4UK based agency Parker Williams worked with Tesco on the naming and development of the brand. The range which was previously branded Tesco Baby required ‘a strong brand identity with a warm and friendly personality’ according to Parker Williams co-founder and creative planner Tamara Williams, who says it also had to ‘demonstrate the care and attention that has gone into getting the range right for parents and babies.’

According to Williams consumer research, indicated that parents wanted ‘some warmth brought back into the brand’ and ‘something that would make it easier to shop.’ These insights led to the new name and brand identity as well icons and brand characters that interact with the logo.

‘On nappies there’s a stork carrying the brand mark – we wanted storytelling on-pack. When you open up the nappies they also have character patterns,’ says Williams.

Lorna Dickinson, category buying manager for Baby, said: “To help ensure mums and dads have products that meet their baby or toddlers’ daily needs, we’ve spoken to parents across the country and developed an innovative range for every age and stage at great value prices. Our improved Tesco Loves Baby range of baby and toddler essentials has been created by experts to help parents care for their babies and toddlers as they grow.”

Tesco also re-launched their Tesco Baby Club as the The Tesco Loves Baby Club. The loyalty program not only has a new name but also new-look to the website. The updated website includes: real birth stories, recipes and fun and inspiring things for parents to do with their baby or toddler. Customers may also join Mums’ Choice, where they will have the chance to get involved in testing products and give  the retailer feedback on all things pregnancy, baby and toddler related.

In addition to this Tesco announced that the Brand will support the Bliss Family Support Helpline to make sure parents have the support and guidance they need.

Andy Cole, Bliss chief executive, added: “We are thrilled that Tesco Loves Baby is funding our helpline, which supports parents of premature and sick babies when they need it most. This generous donation will mean that we can continue our vital work helping families through what is a traumatic and stressful time in their lives.”

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Source: Design Week



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Christopher Durham
Christopher Durham is the president of My Private Brand and the co-founder of The Vertex Awards. He is a strategist, author, consultant and retailer who built brands at Delhaize-owned Food Lion, and lead strategy and brand development for Lowe’s Home Improvement. He has consulted with retailers around the world on their private brand portfolios including: Family Dollar, Petco, Staples, Office Depot, Best Buy, Metro (Canada), TLW (Taiwan) and Hola (Taiwan). Durham has published five definitive books on private brands, including his first book, Fifty2: The My Private Brand Project. In 2017, he will debut his newest book, Vanguard: Vintage Originals, a visual tour of innovation and disruption in private brand going back to the mid-1800’s. Dynamic in his presentation while down to earth and frank in his opinions, he has presented at numerous conferences, including FUSE, The Dieline Conference, Packaging that Sells, Omnishopper and PLMA’a annual trade show in Chicago. Durham lives in Charlotte, NC with his wife, Laraine, and two daughters, Olivia and Sarah.