Purity: SLEEPING COVER

Credits & Description:

Category: Best Use of Print
Advertiser: TIGER BRANDS
Product/Service: PURITY 'GOOD NIGHTS' BABY FOOD
Agency: TBWA\HUNT\LASCARIS JOHANNESBURG
Date of First Appearance: Mar 1 2011
Entrant Company: TBWA\HUNT\LASCARIS JOHANNESBURG, SOUTH AFRICA
Executive Creative Director: Damon Stapleton (TBWA / Hunt / Lascaris)
Creative Director: Adam Weber (TBWA / Hunt / Lascaris)
Copywriter: Lauren Shewitz (TBWA / Hunt / Lascaris)
Art Director: Thereza Norton (TBWA / Hunt / Lascaris)
Art Director: Nicola Bower (TBWA / Hunt / Lascaris)
Account Director: Helene Van Der Linde (TBWA / Hunt / Lascaris)
Photographer: Miika Kumpulainen (Kumppari)
Project Manager: Leanne Ferris-Woods (TBWA / Hunt / Lascaris)
Strategic Planner: Christel Raubenheimer (TBWA / Hunt / Lascaris)
Digital Retoucher: Rob Frew (Digital Retouching Company)
Media placement: Print - Living And Loving Magazine - 1 March 2011
Insights, Strategy & the Idea
Our client's biggest competitor, Nestle, have been making a big fuss about their night range for babies. Our aim was therefore to counter them with an idea that would make consumers aware of Purity's 'Good Nights' range in order to increase our market share.
The Purity 'Good Nights' range focuses on mothers, LSM 8 to 10. They trust Purity as they are seen as the 'baby feeding experts' who help mom raise her child to the best of her ability.
When baby doesn’t sleep well, neither does mom. We needed to drive this home by showing how Purity can help baby and ultimately mom, sleep better.
Purity understands that moms can be even better moms when both her and baby get some sleep. That's why Purity has formulated a product range to address the need for sleep, in order to make the journey of motherhood that much easier.
Creative Execution
We demonstrated the benefit of a good night's sleep for both mom and baby by 'borrowing' the front cover of baby magazine, Living and Loving. Living and Loving are known for their front covers that feature a real mom and their baby that are always happy and smiling. We wanted to show that this isn't always the case, as most times, moms and babies aren't so smiley when they have both been up all night. We therefore created a false front cover that looked exactly the same as their regular front cover, only this time the models on the front were fast asleep. When the false cover was removed, it revealed the real front cover with mom and baby now awake and smiling. An advert was placed next to the real front cover that read was 'Turn bad nights into good ones' displaying the Purity 'Good Nights' range next to it.
Results and Effectiveness
The idea was run in the March issue of Living and Loving, which only came off shelf, coinciding with the entry deadline. So definitive results were not yet available. Moms however, have flooded the editor with letters about how much the idea spoke to them. They said when they saw the cover, they weren't sure why the models were sleeping but when they realized it was a Purity advert, they couldn't stop smiling. We have no doubt that with this positive feedback, mothers will think of these products for baby, bringing about brand awareness and increased sales for our client.