The Fab brand was in decline by 16.5%. There had been no brand support ,in several years, other than price discounting. The challenge was to get the product into the hands of our key consumers i.e. children yet Ofcom rulings meant that children couldn't be directly targetted - we needed to find a unique and different way. Through our research into modern family life, we were able to create a uniquely differentiated idea..with mums' safety concerns, they are encouraging kids to play at home and kids bedrooms have become the centre of play for families. Find out more...

Drive sales of the product by targetting mothers. Create a relationship with the brand through the 'Design a Fab den' campaign.