But research revealed that there was a disconnect between product and packaging - and a new product aimed at newborns and young babies just didn't sit comfortably within the portfolio.
MMR recommended a sensory branding approach, where consumers are brought in
at an early stage to shape development.
First, MMR's sensory panellists completed a rapid sensory mapping of the
category to understand how the fragrances were sitting amongst the competitive
set and were able to identify suitable territories that Paddy's Bathroom could
explore within their desired positioning. We were able to give guidance for
fragrance optimization, reducing the overall time that would have been taken
testing multiple fragrances.
The second phase brought together mums of babies and toddlers for an EROS
(Early Rules of Success) group. Mums explored the brand and its intended
positioning before looking at different pack shapes, closures and surface
textures and finally shortlisted graphic routes. Qual and sensory moderators
were on hand to probe opinions and motivations, and the resulting feedback gave
Paddy's Bathroom clear guidance on the optimal combination of elements.
The optimized range launched in-store in Autumn 2016, with Gentle Baby Bubble Bath becoming an overnight top-seller without any marketing support. Sales of the overall range surged and the range has been shortlisted for the Grocer New Product Award. MMR Research Worldwide has also been shortlisted for a Masters of Marketing Award for User-led Design.