Why is this work relevant for Brand Experience & Activation?

The bubble choice kit” provides one of the best solutions to bath time for families with toddlers in their terrible two's. This product has increased the bonding between our brand and our customers.

Background

One of the biggest issues for families with toddlers in their terrible two's is bath time. Parents want their children to bathe. However sometimes, especially during their “no” phase, children refuse to do so. This results in stress for the whole family. The Japanese shampoo brand Merit Shampoo provides a solution to this issue for their target customers - parents with young children. This product helps strengthen bonds within the family and assist the growth of children.

Describe the creative idea (20% of vote)

According to childhood education professors, the best way to manage children during their terrible two's is giving them the option to make choices on their own. Giving children choices has shown to have positive psychological benefits. Based on this knowledge, Merit Shampoo created a tool kit called “The Bubble Choice Kit”. Connecting a smartphone and mini shampoo bottles, it gives children exciting choices of fun shapes of bubbles and encourages them to bathe.

Describe the strategy (20% of vote)

According to childhood education professors, the best way to manage children during their terrible two's is giving them the option to make choices on their own. Giving children choices has shown to have positive psychological benefits. Based on this knowledge, Merit Shampoo created a tool kit called “The Bubble Choice Kit”. Connecting a smartphone and mini shampoo bottles, it gives children exciting choices of fun shapes of bubbles and encourages them to bathe.

Describe the execution (30% of vote)

Between January 2020 and February 2020 Kao Corporation sent a sample of The Bubble Choice Kit to 100 families with young children. After 2 weeks of using the product the families completed an online survey, of which the collected data showed that in 93% of families, the children's enjoyment of bathing increased.

List the results (30% of vote)

After using this kit, 93% of families reported reduction of stress and improvement in the bathing experience for both parents and children. There were also many messages of gratitude from the families surveys. For example: "My kids are not saying "no" before bathing, they are even smiling when they go to the bath!" "My kid was so excited to choose the bubble types!" "The kit sees things from a kid's view. I discovered so many things." Through these experiences, many families observed that their children can choose their own idea of fun which led to the parents feeling a heartwarming sensation. The Bubble Choice Kit has proudly achieved a stronger bond between our brand and our customers.