Tommee Tippee, the number one baby feeding brand in the UK, has been delivering innovative, high quality products to help moms and babies for more than 50 years. In the U.K., a new Tommee Tippee product is sold every three seconds. In the U.S., the brand is just being discovered.
Tommee Tippee asked Mullen to launch a fully-integrated campaign to introduce its full product line to the U.S. We needed to engage new, expectant and experienced moms in the places where they actively seek and share information, so we turned to our best allies in the space, mommy bloggers. In December 2009, we hired iVillage’s “funny mom” blogger Sherry Davey and took over Comix, NY’s top-rated comedy club, to introduce Tommee Tippee’s products and its unique personality to 30 mom bloggers and journalists who were eager to see the goods and put them to the test. With the product’s official in-store launch scheduled for late January, 2010, Mullen has launched a Facebook and Twitter presence for the brand and fans are actively participating in the Tommee Tippee conversation. Our efforts have generated significant press coverage in some of the most admired mom outlets in the U.S., a growing social media presence, a new voice in the baby feeding market and pent- up demand for a brand that just hit Babies “R” Us stores. And, like Tommee Tippee’s products, it was all Simply Intuitive.