New product successfully launched online and in-store. Won product of the year.
Curash provides parents and carers with a complete range of gentle and safe products to help protect babies and toddlers from nappy rash and maintain healthy skin.
Curash launched a medicated nappy rash spray, the first of its kind in Australia. Curash Medicated Nappy Rash Spray is a hygienic spray-on cream that helps to soothe, heal, and protect baby's irritated skin without the need to rub or touch delicate skin. Curash engaged with Step Change to be able to position the brand at the forefront of curing baby rashes and to help develop a nationwide campaign to launch the new product in the Australian market.
No rubbing, no mess, no touching
Strategic insight
We need one big idea that will translate across all platforms and channels, and the message needs to be addressed directly to mums. A key insight we gained was related to the biggest parent pain point: a nappy rash cream is traditionally messy and inconvenient. It can be challenging to apply and even unhygienic and unpleasant for parents.
A brand story around rash
We determined that the core strategy is to build and communicate an emotive and rationally compelling brand story around the core range, which is rash, ensuring the product is best in class and dominant in the pharmacy channel.
A national launch
We created the assets and launched the national campaign. With Step Change's support, they were able to launch the product online and in-store at Chemist Warehouse and Woolworths. It won Product of the Year 2019 for the category Baby Skin Care, a seal backed by 14,000+ consumer votes.
The work on air
An online ad and an instructional video carried the launch across channels.
New product successfully launched online and in-store. Won Product of the Year.
Product of the Year for Baby Skin Care, backed by 14,000+ consumer votes.
National retail channels at launch: Chemist Warehouse and Woolworths, online and in-store.
