Case Study: Newell Brands protects babies with VML’s Safety Squad campaign

Newell Brands boosts NUK engagement 174% with VML

Newell Brands faced the challenge of promoting its NUK temperature-controlled baby bottle to new parents. The goal was to clearly communicate the product's benefit of preventing infant burns from overheated milk, especially for stressed, on-the-go parents who lacked their usual safe testing methods.

VML created the Safety Squad, a temperature-controlled campaign using printed assets with thermosensitive ink. Parents could pour a drop of milk onto the paper, which would display a warning message if the liquid was too hot. This solution led to significant growth for Newell Brands, including a 20% increase in search requests, a 25% rise in product page visitors, and over 76 million media impressions.

Newell Brands