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Challenge
Rascals was ready to take on some of the biggest and best-known brands in baby care, but competing in the category required more than awareness. Parents have plenty of options, and when it comes to the products they use for their children, familiarity, quality and trust all play a role in what makes it into the shopping cart.
The challenge wasn’t simply getting more parents to know the Rascals name. We needed to give them reasons to choose it, proving product performance, building third-party credibility and creating a brand parents could see themselves in.
Our Approach
Talk Shop built an always-on earned media and influencer program around the moments, conversations and product benefits that matter most to parents. We used product performance and third-party validation to build credibility, while partnerships with brands including CoComelon and Walmart created timely opportunities to introduce Rascals to parents in relevant and engaging ways.
When Rascals rebranded and introduced its “We Get It” platform in the second year of our partnership, we brought that positioning into every part of the communications strategy. Rather than speaking to parents like a traditional baby care brand, we leaned into the funny, messy and very real realities of raising young children, creating stories and creator content that made Rascals feel relatable as well as reliable.
Media relations, influencer partnerships, product seeding and paid amplification kept the brand visible throughout the year, while integrated launches introduced parents to a growing portfolio that included 99% Water Premium Wipes, Night Pants and newborn products. Together, the program built familiarity with the Rascals brand while continually giving parents new reasons to discover, trust and choose its products.
Results
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The program helped Rascals gain ground in a category dominated by household names, growing its share of the conversation while building consistent visibility with Canadian parents. By combining credible product storytelling with a brand voice grounded in the realities of parenting, Rascals strengthened both awareness and relevance, helping bring “We Get It” to life beyond the campaign itself.
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