The first campaign after a complete redesign can be as complicated as giving birth. This was not true in the case of our campaign for the Czech COOP. However, the topic was not far away. Look how we promoted the first series of child products Babyland in the new design, under the campaign “Mommy, you’re doing great!”
The topic itself, baby products, was remarkably fertile when it came to ideas and ever since its first moments, working on this campaign had been a joy. In part, this is due to the fact that we were very familiar with the products because of the very fresh redesign. It was our child, so to speak, and we wanted to wrap it in a pretty, pleasant form that the target audience would hold dear.
The first baby step was to find the right insight. We built upon the idea that new mothers, especially first-time mothers are sometimes unsure in their new role and have to take care of their little ones without any feedback (unlike us). The only exception is crying, however, that can mean literally anything. We wanted to lift their spirits and confirm to them that by choosing the right products, they are doing great at their “job”.
Thus, a new series of visuals, POS materials and online carriers that show a mother with a small, smiling child during everyday situations known very well to every parent. By adding a speech bubble with the main claim of the campaign, we gave the children at least a symbolic voice and, in this way, wanted to praise and support all mommies who do their best all day and all night to make sure that the sweet smiles of their kids do not disappear (at least not until puberty hits).
We have finished our first campaign and we are already looking forward to the next one. We also hope that it turns out great, too!
Client: The COOP group
Creative Director: Ján Fajnor
Art Director: Zuzana Ondrušová
Copywriter: Karol Thiry, Marek Surovec
Strategy: Ivana Váleková, Juraj Čief
Account Director: Marek Rajcsányi
Account Manager: Pavla Pelikánová
Producer: Marek Wilhalm
Photographer: Patrik Gubiš
Production company: JANDL reklama a marketing, s.r.o.
The COOP (Union of Czech and Moravian Consumer Cooperatives) unites 47 consumer cooperatives which operate nearly 2600 shops with a total retail area of around 350 000 m2, employing almost 13500 people. In 2017, the Czech and Moravian consumer cooperatives have declared a turnover of 28,3 billion Czech crowns. www.skupina.coop