Repositioning a young disruptor into a global leader

Rascal + Friends (now known as Rascals) had been in market a few years, and had its eyes on aggressive global growth. With no brand strategy, and no positioning beyond the notion of affordable diapers, the brand was not only in need of a brand platform, but also a strategic framework to help them stand out, grow brand love and drive consistent content and marketing.

How do you help an emerging nappy player nab the hearts and minds of parents all over the world? You talk to parents. A LOT of them. Our research had us conduct deep conversations with parent shushing their babes to sleep in Sydney, weathering snow storms in Texas, and wearily pushing strollers up and down the streets of Wellington, New Zealand.

And then we got real. Really real. Our findings showed that parents were sick of the fake baby ads, and the overly perfect presentation of parenting on social media. The reality is, real life is beautiful, hilarious, hard and messy. And what these parents were in need of was a real, frank friend.

We undertook research, brand strategy, tagline, brand story, tone of voice and the development of a suite of ownable brand language. The brand strategy centred around the idea of "for parents, by parents" - we get it, and we're right there with you. Because the truth is, real life is not like the baby ads. It’s not all organised domestic bliss. Luckily, Rascals nappies are designed to handle the realities of a wriggling, crawling, sprinting, climbing, exploding, leaking - and generally unpredictable little human.

The result was astronomic. Establishing and solidifying its position as a global leader in the baby category, the brand is stocked in 10,000 doors in over 30 countries, including some of the world’s largest retailers such as Walmart, Tesco and Coles, and is the #1 fastest growing diaper brand in the United States.