Tenderness 

for the Whole Family

Challenge

How to communicate that BAMBINO products are now also for adults? Two years after Bambino’s brand relaunch, we faced the challenge of introducing products for the whole family under the sub-brand “Bambino Rodzina.” An additional difficulty was the fact that the “family” category in cosmetics practically didn’t exist – which meant we had to define it, explain it, and position it from scratch.

Strategy / Idea

With the improved formula of products from the Bambino Rodzina line, we had a wealth of product and functional benefits to communicate — benefits that were important to the Client. At the same time, we decided to stay true to the “tenderness” communication platform previously developed for the main brand, which primarily appeals to emotions. We built a benefit ladder — starting from product benefits, moving through functional, and reaching emotional ones — addressing each communication goal depending on the touchpoint and reinforcing the message that everyone in the family needs tenderness.

Execution

For the campaign, we once again invited well-known influencer Michalina Grzesiak, the creator behind the channel “Krystyno, nie denerwuj matki”. In the TV commercial, which we shot with her and her real family members, we showcased that family is a wonderful thing — even if the expectations of each member differ slightly — because what unites everyone is tenderness. We created a variety of content for the brand’s social media — diverse, yet visually and communicatively consistent — which was warmly received by the audience.

Summary

The campaign was both a communication and sales success. After the positive reception of the “family” cosmetics by consumers, the client decided to expand the portfolio under this sub-brand.