Argos were looking to strengthen their own brand baby offering, Babystart. They wanted a more distinctive, relevant and appealing brand, that could increase value perceptions.


In depth consumer research highlighted how alienating the picture perfect baby category could be when compared to the reality of parenting. Appealing to more pragmatic parents, we focused on the core thought of ‘real life parenting’ to create a new brand, Cuggl, whose aim is to help parents to be ready for anything – the joy, the laughter and those uh-oh moments.


Cuggl launched to market in July 2017 and within just a few months the brand has already performed 20% ahead of its targets and received acclaim from parents and the industry alike. Two of its pushchairs have won a Gold and Bronze for the 2018 Mother & Baby Awards, judged by real parents.