The Brand That Understands
Buying a pram is a big decision, especially when it’s for your first child, and who is better placed to advise you than a brand with over 130 years’ experience?
Our challenge was to get retailers and consumers to buy into the heritage and expertise of the Silver Cross brand. We undertook a strategic programme including consumer research and workshop sessions with the core team across product, parents, international markets and the trade. This culminated in the proposition that Silver Cross is the nursery brand that ‘Understands’.
We developed The Silver Cross Book of Firsts to demonstrate how the brand can help you navigate the first early months, those somewhat daunting and of course, happy times. In support of the ‘Understanding’ positioning, the book conveys the message that ‘we’re going through it too, alongside you’.