Baby Boxes Become Finland’s (Unintended) Gift to Huggies | CMO Strategy

A fully loaded Finnbin, with Huggies products and more. Credit: Finnbin

Putting babies in cardboard boxes may seem a bad idea to some. But it’s an increasingly fashionable option for new parents, one getting a novel boost from Kimberly-Clark Corp.’s Huggies and Finnbin, a baby box startup inspired by a program created in 1930s Finland. The deal makes Kimberly-Clark the exclusive supplier of products including diapers (Huggies), wipes (Huggies and Kleenex), and pads (Poise).

Chicago-based Finnbin was launched last year by former MSLGroup senior VP and Consumer Practice lead Catherine Merritt with former Groupon executive and serial entrepreneur Shawn Bercuson. Its lowest-price box, at $65, is also stocked with a mattress, pad and sheet. The highest-end Finnbin goes for $450 and is stuffed with 50 products that Merritt says would cost $800 if purchased separately. They include the K-C products plus a baby thermometer, baby clothes, feeding supplies—and a six-pack of condoms.

“We’re always looking for different ways to get our products into the hands of consumers who are willing to try them,” says Jose Corella, marketing director for Huggies diapers.

Huggies already has a program to distribute samples through maternity wards, and is particularly focused on neonatal intensive care units for premature babies. Depending on how initial results of the Finnbin partnership go, Corella says Huggies may look to expand distribution of the boxes, including through its hospital program. “We want to expand our products to all people in need,” he says.

Credit: Finnbin

Finnbin also dovetails with Huggies’ efforts to get more play in baby registries and gifting. Friends and families have a big role in influencing brand decisions when parents are “in their discovery phase,” Corella says. And Finnbin, he adds, wraps what might seem like unexciting, utilitarian gifts of diapers and wipes into something more interesting.

The baby-box story really starts in 1938, the…

Read the full article from the source…

Leave a Reply

Your email address will not be published. Required fields are marked *