LOST IDENTITY TO RECORD PROFITS.

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THE BARRIER

Silver Cross had lost its identity. It had fallen into the trap of behaving like a ‘lifestyle’ brand, instead of a ‘lifestage’ brand.

THE INSIGHT

Fashion-conscious pram brands were taking the majority of market share.

THE IDEA

Reposition Silver Cross as the definitive nursery brand, and redesign all literature, advertising, in-store POS and trade comms to reflect this change of strategy.

THE RESULTS

The year after the campaign launched, Silver Cross reported record profits after sales increased by a third, and the brand expanded into China.