March 2025

SITUATION: For years, Philips Avent has earned trust as a reliable name in baby products globally. Parents depend on the brand, but it wanted to push beyond just dependability. In 2023, Philips Avent redesigned its Natural Bottle, creating a version that fits today’s parenting demands. The company teamed up with the FleishmanHillard PR agency, using consumer marketing skills to reach Canadian parents. They aimed to build awareness, strengthen trust, and spark consideration among families with newborns. This campaign mixed Philips Avent’s history of quality with a new, relatable story for modern life. The redesigned bottle became a top choice for parents while keeping its legacy alive. How would you adapt a trusted product for today? CHALLENGE: Elevating a Trusted Brand Without Losing Its Core Appeal 1. Balancing Legacy and Innovation Philips Avent’s reputation as a dependable choice has built a loyal customer base over decades. Parents trusted the brand, but launching a redesigned Natural Bottle carried real risks. Shifting to new features like ergonomic grips worried some longtime users who loved the original. The team faced a tough question: How do you update a product without losing its roots? They tackled this by focusing on continuity, showing the redesign improved on existing strengths. For example, they kept the bottle’s core technology while adding practical upgrades like those found in Philips Avent bottles. This approach reassured current fans and drew in new parents. How would you keep loyal customers happy while chasing fresh faces? Feedback from early trials shaped the messaging to highlight familiarity alongside change. They learned that small tweaks could signal progress without breaking trust. By blending the old with the new, they turned a potential divide into a united appeal. You can evolve a brand if you respect what made it strong. Data showed 80% of existing users approved the redesign after seeing its benefits. This careful balance kept Philips Avent’s legacy intact while opening new doors. 2. Connecting with Modern, Busy Parents Today’s parents, like millennials and Gen Z, trust peer advice more than big ad campaigns. Philips Avent’s classic messaging worked before, but it missed the personal spark these groups seek. The team chose nano-influencers—everyday parents with honest stories—to close this gap. These influencers shared unscripted experiences, tying Philips Avent’s trust to relatable daily life. The shift paid off—engagement spiked 30% compared to past efforts. Parents saw the bottle as a practical choice, not just a brand name. The team kept Philips Avent’s authority by picking influencers who mirrored its values. You build connection when you let authenticity lead the way. This move fit modern parenting trends without dropping the brand’s solid reputation. 3. Executing Without Traditional Retail Dominance Philips Avent didn’t own the baby product aisles, facing stiff competition from bigger状况 players. The team shifted focus from store shelves to a digital-first plan. They used influencer posts on Philips.ca and platforms like ChickAdvisor to spread the word. Strategic timing helped, targeting newborn milestones when parents shop most. Earned media from reviews beat out costly store displays in impact. The approach cut reliance on brick-and-mortar setups entirely, even boosting interest in tools like the Philips Avent bottles warmer. You can win visibility if you meet parents where they already scroll. Data showed a 25% uptick in online searches post-campaign. This pivot turned a weakness into a strength fast. 4. Proving Business and Social Credibility Stakeholders wanted hard proof of ROI plus signs of growing consumer trust. The team measured sales intent and tracked sentiment from the Butterly community closely. Every parent tester recommended the bottle, tying word-of-mouth to real revenue potential. They pointed to a 94.4% repurchase rate and a 2023 industry award. For instance, sales forecasts jumped after the ChickAdvisor nod. How do you show value beyond just numbers? Clear metrics answered both demands—business goals met, trust solidified. You satisfy leaders when you link data to human response. The dual focus proved the campaign lifted more than just sales figures for Philips Avent. Parents felt heard, and the numbers backed it up. This blend kept everyone on board. 5. Maintaining Momentum Post-Launch Digital launches often lose steam fast, threatening the bottle’s staying power. The team fought this by keeping influencer content active long after the debut. Testimonials stayed up on Philips.ca, fueling ongoing chatter among parents. Awards like ChickAdvisor’s 2023 Reviewers’ Choice added fuel to the fire. Regular updates kept the Natural Bottle in parents’ minds without an extra push. You sustain interest when you give people a reason to care, like offering a comforting Philips Avent pacifier alongside the bottle. Engagement held steady, with 70% of initial buzz lasting a year. This focus turned a one-off into a steady presence for Philips Avent. Key Takeaways Each step used data and creativity to tackle real hurdles head-on. You can lift Philips Avent without losing its soul if you act smart. The campaign delivered results while guarding Philips Avent’s trusted name. Read Also: APCO Worldwide Review: A Week Inside One of Global Communications’ Most Influential Firms SOLUTION: Reimagining the Natural Bottle Through Parent-Driven Authenticity 1. Philips Avent: Rebranding with Relatable Storytelling Philips Avent joined forces with the FleishmanHillard PR agency and Butterly to launch a campaign rooted in real parent voices. This platform linked the brand to nano-influencers who shared genuine experiences online. Canadian parents posted about the redesigned Natural Bottle on social media and Philips.ca daily. For example, they praised its ease of use and comfort for newborns in relatable ways. This shift sparked a question: how do you keep Philips Avent’s past while adding fresh perspectives? The team used testimonials to tie Philips Avent’s reliability to modern needs seamlessly. How would you blend trust with new stories to reach today’s parents? These authentic posts turned user content into a powerful tool for building trust. Parents saw the bottle as a practical fix, not just a product name. The campaign stayed true to Philips Avent’s roots by focusing on real feedback. You can rebrand successfully when you let users lead the narrative. Data showed

For 125 years, Frito-Lay’s Cracker Jack brand was iconic in baseball culture but struggled to resonate with modern, diverse audiences. To align with 2022’s cultural shift toward gender equity, Frito-Lay partnered with Ketchum PR to reimagine the Cracker Jill brand as a champion of women’s sports while honoring its heritage. Cracker Jill, a 125-year-old snack brand synonymous with American baseball, sought to modernize its legacy by championing gender equity in sports. Partnering with Ketchum PR, it rebranded as Cracker Jill—a bold, inclusive symbol supporting women athletes—melding nostalgia with contemporary values to inspire cultural and social impact. Read Also: Durex Case Study CHALLENGE Cracker Jill Faced: Modernizing a Legacy Brand Without Losing Its Identity 1. Balancing Tradition and Innovation For Cracker Jill Cracker Jack’s 125-year history tied to baseball built a loyal fanbase rooted in nostalgia.  However, modernizing the brand risked alienating customers who cherished its traditional identity.  For example, rewriting the iconic Take Me Out to the Ball Game anthem sparked concerns about backlash.  The team faced a critical question: how do you evolve a legacy brand without erasing its heritage?  They addressed this by preserving core elements like the anthem’s melody while updating lyrics to reflect inclusivity.  This approach honored the past while inviting new audiences. Transitioning carefully ensured longtime fans felt respected. 2. Connecting with Younger, Diverse Audiences For Cracker Jill Gen Z and millennials prioritize inclusivity and social impact, values absent from Cracker Jack’s legacy messaging.  To bridge this gap, the brand reimagined its imagery and partnerships. For instance, they collaborated with artist Monica Ahanonu to design characters reflecting modern diversity in ethnicity and body types.  This shift raised a key question: how do you honor tradition while appealing to new demographics?  By integrating contemporary values into nostalgic branding, they balanced familiarity with relevance. The refreshed identity resonated without alienating existing customers. 3. Executing Without MLB Partnerships For Cracker Jill Brand Cracker Jill lacking an official MLB sponsorship forced the team to rethink traditional marketing tactics. Instead, they focused on earned media and strategic cultural partnerships.  For example, they pivoted to women’s sports and timed the campaign to Opening Day 2022 to leverage media attention.  This raised a logistical challenge: how do you build visibility without established partnerships?  By aligning with trending topics like gender equity, they generated organic buzz. The strategy proved successful, securing coverage in ESPN and Today. 4. Proving Business and Social Impact For Cracker Jill Stakeholders demanded measurable ROI alongside societal impact, requiring dual tracking of metrics.  The team tracked donations to the Women’s Sports Foundation alongside purchase intent data.  For example, 3,000+ donors received collectible packs, linking sales to advocacy.  This prompted a critical question: how do you quantify success when goals include profit and purpose?  By showcasing a 13% favorability lift and 3,000+ donations, they demonstrated balanced outcomes.  Transparent reporting satisfied stakeholders and validated the campaign’s dual focus. 5. Maintaining Momentum Post-Launch Viral campaigns often lose steam quickly, risking the brand’s long-term relevance. To avoid becoming a “one-hit wonder,” the team prioritized sustained engagement.  For example, CrackerJill.com continued offering collectible packs post-launch to keep donors invested.  This led to a pivotal question: how do you turn a campaign into a lasting movement?  By maintaining interactive elements and ongoing partnerships, they extended the campaign’s lifecycle.  Regular updates and new content kept audiences engaged beyond the initial hype. Key Takeaways Each challenge required actionable steps grounded in data and creativity.  By addressing these questions head-on, the campaign achieved record-breaking results without compromising the brand’s legacy. Reimagining Cracker Jack as Cracker Jill Through Bold Creativity and Strategic Partnerships 1. Rebranding with Inclusive Storytelling Cracker Jack partnered with artist Monica Ahanonu to design five new characters reflecting U.S. ethnic and body diversity.  These characters mirrored census data to ensure an authentic representation of modern America. For example, the designs included varied skin tones, hairstyles, and body shapes to resonate with broader audiences.  Simultaneously, the team rewrote the iconic baseball anthem Take Me Out to the Ball Game with Grammy-nominated Normani, replacing “Cracker Jack” with “Cracker Jill”.  This shift raised a critical question: how do you honor tradition while making space for new voices?  By retaining the melody but updating lyrics to celebrate women’s sports, they balanced nostalgia with progress.  The refreshed anthem became a rallying cry for inclusivity without erasing the brand’s legacy. 2. Strategic Artist Collaborations The campaign leveraged Normani’s cultural influence to connect with younger audiences who value representation.  Her rendition of the anthem generated 644,000 video views and 2,739 social engagements, amplifying her reach organically.  Monica Ahanonu’s artwork, shared across platforms, became viral content that sparked conversations about diversity.  This prompted a key question: how do you align brand goals with an artist’s audience?  By selecting creators whose values matched the campaign’s mission, Cracker Jill authentically tapped into existing communities.  Normani’s fanbase and Ahanonu’s followers became natural advocates, bridging the gap between brand and consumer. 3. Philanthropic Engagement The team launched CrackerJill.com to drive donations to the Women’s Sports Foundation, linking purchases to social impact.  Over 3,000 donors received collectible packs, creating a tangible connection between advocacy and action.  For instance, each donation unlocked exclusive artwork, incentivizing participation.  This strategy posed a question: how do you turn customers into advocates for a cause?  By tying collectibles to donations, the campaign transformed passive buyers into active supporters.  The website also featured stories of female athletes, humanizing the cause and fostering emotional investment. 4. Earned Media Strategy The campaign timed its launch to 2022’s Opening Day, capitalizing on heightened sports media attention.  By pitching Cracker Jill as a symbol of progress, the team secured coverage in outlets like ESPN and Today. For example, they highlighted the brand’s shift from baseball-centric messaging to gender equity advocacy.  This approach answered a pivotal question: how do you create news without paid partnerships?  By aligning with trending cultural narratives, they earned 1,127 media stories and 9.2 billion impressions.  The lack of MLB sponsorships forced creativity, proving organic reach could rival traditional tactics. 5. Dual Metric Tracking The