Fisher-Price was a brand under immense competitive pressure across Europe. They needed a new compelling strategic direction, to drive their plans and work across all European markets – and they needed it fast.
By conducting extensive European research, we uncovered key insights around what motherhood means and what it is that unites Fisher-Price mums; a fundamental belief that children learn best at their own natural pace and we should just let children be children.
Using the insight we developed a new emotional positioning for Fisher-Price with a powerful core consumer insight that is now underpinning a new global communication campaign: ‘Discover – Your Way’. Fisher-Price now have a clear point of difference and a renewed sense of purpose and confidence.