Blowing the trumpet for a new brand

PR

Event

Trade Fair

Goodbaby launches Rollplay

Brand launch pitched as a special event for the international press

Goodbaby, which also encompasses the German company Cybex, is one of the world’s biggest manufacturers of products for babies and toddlers, and yet very much a hidden champion, little known beyond China’s borders.

Task

Goodbaby is one of the world’s biggest manufacturers of products for babies and toddlers, and yet very much a hidden champion. In a move to win over older target groups with extremely innovative, high-end products, the company created Rollplay as a new brand. The aim was to raise its profile so that it would be recognised by international toy retailers as quickly and effectively as possible.

Solution

Die roten Reiter set up a global press mailing list and created attention-grabbing teasers in several staggered phases, inviting journalists to experience the new brand for themselves at a press conference held at the Spielwarenmesse. The company’s stand was transformed into a stage for the innovations and the company’s top international management.

Result

Not only representatives from the media but also many retailers and importers were deeply impressed by the demonstration of the innovations. The international press reported not only about the event but also the company which, in spite of its size, was still relatively unknown.