Baby photos help Unilever involve Comfort Pure users

Daniel Farey-Jones, brandrepublic.com, Wednesday, 18 January 2006, 7:00am,

LONDON – Unilever is hoping its Comfort Pure brand will stay close to thousands of mothers this year, after sending out a million special 2006 calendars featuring baby photos.

The calendar is the product of a competition involving users of the sensitive skin variant fabric conditioner, which helped Unilever Home & Personal Care gather customer data.

The competition invited parents to send in pictures of their child, offering 12 winners the chance to feature in the calendar and one overall winner to be the Face of Comfort Pure 2006. It was supported by a Tullo Marshall Warren campaign.

Around 50,000 entries were received and Unilever noted that 40% were entered online. "It's fantastic that so many consumers have responded," Rachel Kelly, senior Comfort brand manager, said.

The calendar itself highlights that Comfort Pure is the ideal fabric conditioner for babies' sensitive skin and it makes baby clothes soft and clean with a light, subtle fragrance.

It was mailed out to 500,000 mothers and another 500,000 were distributed through Adams children's clothing stores, Huggies Starter Kits and National Childbirth Trust goody bags.

A computer desktop version of the calendar is available to download from the Comfort Pure website.

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This article was first published on brandrepublic.com