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Case study · To the Mailbox

Taking a diaper brand to number one on shelf in Canada

One of the best known diaper brands was not number one on shelf in Canada. Three program variations over three years later, it is.

Client
A leading diaper brand
Program
Expectant-parent sampling program, US fulfillment to Canada

Problem and approach

A respected brand that was not number one on shelf.

One of the best known and most respected brands for diapers was not number one on shelf in the Canadian market.

The approach

The goal was to develop a market plan to change exactly that. Our customer developed an interactive website where expectant mothers could share their journey through pregnancy and create a "Hug Plan".

Each sign-up needed a package that would deliver large samples of diapers and wipes, plus coupons, and create excitement: a reveal moment at the time of delivery that could be shared through social media.

The solution

Design the reveal, build the route, keep it fresh.

  1. Packages designed to be filmed

    MGA developed numerous packages showcasing the products, with a focus on letting the consumer take pictures and videos while opening the newly delivered package. The brand landed on one of the first versions. Bespoke packaging and the unboxing moment.

  2. Fulfilled in the US, distributed throughout Canada

    MGA then built the infrastructure to fulfill the packs in the US and distribute them throughout Canada. On receiving their packs, consumers uploaded pictures and videos of the carton being opened, and of the products, to the brand’s website and other social media outlets, creating a buzz.

  3. Three variations in three years

    MGA continues to develop and redesign the sampling package, with three different variations over the past three years keeping the offering unique and fresh.

The pack

What was in the box.

What the chosen version contained, and what the brief needed it to carry.

Outside
Plain white
Carton
Printed on the inside
Wrap
Printed tissue paper
Print
Multiple brochures and coupons
Had to carry
Large samples of diapers and wipes

The outcome

Number one on shelf.

We are pleased to report this brand is now number one on shelf in the Canadian market.

We look forward to next year, and the packaging innovation we can bring yet again.

Related

More proof

Two more programs.

  • Sampling a whole metro area ahead of a retail launch

    Energy bag samples and educational material, mailed across the entire Atlanta, Georgia area to support a retail launch — inside the requested window.

    Client
    Reynolds
    Exit
    To the Mailbox
    Market
    Atlanta, Georgia metro
    Processes
    Mailer development, co-packing, targeting, distribution

  • An OTC sample program engineered around the postage rate

    A carton designed for the best available USPS rate, mailed weekly to hold a two-week in-home window — then an order-capture page that ended duplicate requests.

    Client
    Sanofi
    Exit
    To the Mailbox
    Category
    OTC allergy
    Mail cadence
    Weekly
    In-home window
    Two weeks

Want a pack people film when they open it?

Tell us who signs up, what goes in the box and where it ships. We will come back with package options and a fulfillment route.

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