Healthtex mobile billboards
Story: At a time when celebrity fashion tended to make its way to the children’s department, Healthtex made wholesome, age-appropriate children’s clothing. Articles referencing prostitots, the rise of dress codes in schools, even a skit on Saturday Night Live all signaled a growing backlash against the all too-adult clothing choices available. There seemed to be an all-out assault on childhood. The time had come for Healthtex to find a voice and fuel the backlash.
Research was conducted with moms by riding along in carpools and hearing about school fashion firsthand. The sessions confirmed that Healthtex could be the counter-culture brand discerning moms were seeking.
The brand was relaunched with a new relevant positioning that would resonate with mothers frustrated with their choices in stores. “Grow slow” would counter the belly-showing prostitot trend and moms would see that Healthtex offered age-appropriate choices as a solution to their dilemma.
Now how do you find this sought-after mom to tell her your message? You go where she shops. Mobile billboards, in 4-week flights using routes near Kohl's locations, generated 28 million impressions each buying season. By driving moms to Kohl’s, the campaign drove more people to Healthtex.
The “grow slow” campaign was picked up by the media, appearing in articles in the Charlotte Observer newspaper, Working Mother magazine and the Associated Press.
Responses among mothers was overwhelmingly positive, affirming that the campaign messaging connected emotionally with the target. Best of all, sales increased 10% in the six months after the campaign launched.
Services: Creative Strategy, Conceptual Development, Art Direction, Design, Photography Supervision
