The Darby Group / FAO SCHWARZ

{ CLIENT }
The Darby Group / FAO SCHWARZ

{ CAMPAIGN GOALS }
TO CREATE A BRAND EXTENSION OF CHILDREN’S VITAMIINS FOR FAO SCHWARZ
We acted as marketing advisors for the Darby Group who were launching the children’s vitamin line under license from FAO Schwarz.

{ STRATEGY }
TO LEVERAGE THE POSITIVE PERCEPTIONS THAT CONSUMERS – PARTICULARLY MOMS – HAVE OF THE FAO BRAND
Our strategy was to connect all the positive perceptions of trust and quality and establish commonality between the brand and the extension.

{ IMPLEMENTATION }
From consumer research data provided by FAO Schwarz and moms focus groups that we conducted, it was evident that the key was to maintain brand values and keep it relevant. The FAO Schwarz brand extension needed to appeal to both children and adults to be successful. We also had to build a bridge so consumers could cross over from FAO Schwarz experts in children’s play and development, to experts in children’s health and wellness.

We created a new logo and positioning for the brand extension – FAO HEALTHY KIDS.
The logo retained the very recognizable and well loved icons associated with FAO.

We used the packaging as a storyboard to entice kids, inform moms and create brand value. We created message points that spoke to the authenticity of the brand and reinforced the positive FAO brand perceptions. Inside and out, the packaging appealed to moms and kids alike.

The dedicated FAO HEALTHY KIDS website site was designed to be experiential, educational and inspirational with a fun and engaging kids section with games, puzzles, coloring books, video games etc. Education for both parents and children with experts column, newsletters, health tips, ingredient information, brand “greenness”, etc.
And a socially responsible programs to build brand loyalty and authenticity.

Both PR and ad campaigns were created to follow a launch event at the FAO Schwarz store.

{ RESULTS }
Prior to the launch The Darby Group decided to halt the project and following that FAO was eventually sold to Toys ‘R’ Us.