Nipplevision
Tommee Tippee
Issue 59 | June 2021
Agency
MRM
Creative Team
Chairwoman & Chief Creative Officer: Nicky Bullard Creative Director: James Thorley Deputy Creative Director: Jon Wells Copywriter: Sophie McGovern Art Director: Alex Prendergrast
Production Team
Illustrator: Noma Bar Production Company: Dutch Uncle
Other Credits
Account Director: Sarah Tille
Date
April 2020
Background
Mum believes her breast is best. Baby whole-heartedly agrees. Tommee Tippee bottles are shaped like a breast, and feel like a breast because babies prefer it that way.
But the parent and baby market is almost entirely based on peer-to-peer recommendations. So the challenge was to create a message that helped to empower and support new mums – ultimately to trust their own judgement, not that of friends and family.
Idea
The task was to stand out in a crowded market. And appeal directly to already-overwhelmed new mums. So the idea was to take a whole new visual approach.
Working with celebrated illustrator Noma Bar, master of using negative space, to tell a beautifully simple story.
Results
The videos were viewed 250,475 times, with 99.4% of people watching them all the way through. The campaign drove over 6 million impressions, and click-through rates were 6x above industry benchmarks - driving 88,000 visits to the website in March alone.