KIDS II Mombo Print Campaign
The Boppy is the most popular branded nursing pillow in the world. Kids II came to VWA looking to compete against this giant in the nursing mom market. The Boppy had been unchanged for over 25 years, and Kids II launched Mombo as an improvement on an old idea. Unlike Boppy, the Mombo has two distinctively different sides. One that is soft and comfy and another that is firm and supportive and they even have a soothing vibration to calm new borns. The client asked VWA to go after Boppy head on and create a conversation around the new and improved benefits for the category. The top ad below is the one approved for print but we wanted to show you some thinking about how we can go directly after a competitor while keeping a light hearted tone.