Since this is a highly emotional category, mothers were hesitant to try a new brand. Their concern - they would not find it reliable or of the quality they expect. furthermore, competing multinational brands reacted immediately by slashing their prices and taking up all branding opportunities within the supermarkets to discourage Snuggles to successfully enter the market.

Snuggles also experienced a supply issue when their containers were held at the port for several months resulting to stock outs. This was detrimental to a new entrant as it led to the perception of unreliability.

Distribution in general trade was non-existent which meant that communication had to be highly targeted to consumers in modern trade only. we set out with the Snuggles team to directly influence consumers during the buying journey through educational campaigns and brand awareness campaigns coupled with strategic partnerships.

During the research phase, we quickly realised a large pricing gap between low end diapers and the high end multinational brands . We strategically positioned Snuggles within the gap to offer premium diapers at an affordable price.

This led to an R&D process that took over 2 years to develop the perfect product, at the right price for the Kenyan market. After speaking to over 100 mothers, we gained invaluable consumer insights that helped us with a unique brand positioning for the brand - recognising a mother’s efforts to keep her baby happy.