Cannes Lions

Safe Baby-Bath Temperature

RED FUSE COMMUNICATIONS, Hong Kong / COLGATE-PALMOLIVE / 2018

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Overview

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Overview

Description

Temperature is subjective from person to person. To make bath time a smooth experience for both mother and child, Care created a branded utility to bring awareness to mothers on the importance of proper bath temperature.

With the Care bottle as a bath thermometer: Put it directly in the bath while filling it with water. The temperature indicator will tell instantly if the water is too hot or too cold. Mothers will need to adjust with hot or cold water to make it safe at 38C (green colour). If the water is too hot, the label will turn red, alerting mothers that it’s not safe for the baby.

Once the water is at the ideal temperature, moms can safely place her baby in the bath, making it an enjoyable experience for the baby.

Execution

The packaging was enhanced with a duck shaped temperature sensitive strip, positioned at the front base of the product for convenient usage as a thermometer. When submerged in water it reacts to the heat and indicates the safe temperature for a baby bath.

Strong on-ground communication covered the three key shopping phases – education, destination, and transition – to solidify the safe baby-bath message into an applicable utility offered by the Care brand.

The education element occurred through the Care sponsored hospital workshops with expecting parents and in-house nurses.

The special bottles were offered to shoppers across two high-traffic supermarkets in metropolitan Bangkok (Siam Paragon & The Mall Bang Khae). With high monthly transactions of 326,080 and 149,702 respectively. Promoters directed moms to a live-demo, driving maximum awareness and publicity.

Outcome

Care Bath thermometer hit shelves on 21st April 2018 and were gone within the day. The special bottles were offered to shoppers across two high-traffic supermarkets in metropolitan Bangkok (Siam Paragon & The Mall Bang Khae). While it’s early days, initial impressions are strong, becoming a key part of maternity hospital prenatal workshops across Thailand.

The positive take-up of the Care Head to Toe thermometer has enriched the purpose of the Care brand. With significant approval and comments of admiration during on-ground activation. One expectant mother said, “I’m impressed Care was concerned with how small changes in bathwater temperature affect new-born babies.”

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