Petit Bateau reasserts its presence in supermarkets and superstores
Posted on April 2, 2008
Filed Under branding + media, news relay |
Petit Bateau, the legendary brand of underwear and pyjamas recognized by consumers for its high quality products, sells a part of its baby and children ranges through supermarkets and superstores. In this environment, where impact and diversity are key to success, the brand was obliged to reinforce and enhance its product offering.
Working closely with Dragon Rouge, Petit Bateau set out to achieve a dual objective: to enhance the image of the product offering and, simultaneously, to make it more attractive.
On the agency’s recommendation, Petit Bateau highlighted its long-standing advantages that set it apart from its competitors: its strong identity and unique visual codes – blue colour, generous shape, poetic iconography. The brand consequently laid considerable emphasis on its packaging and its image was enhanced by stitching effects designed to evoke the intrinsic quality of the products. Dragon Rouge organized the structuring of the offering proposed by the brand by adopting powerful market segmentation principles based on extremely different concepts: an “as attractive on top as underneath” range boasting bright colours, designed to be a light-hearted, fresh and playful range of products, an “original white” range based on the concept of purity, and a “natural cotton” range evoking the history of the brand with the revival of a number of classical products. Lastly, the creation of a gift-box concept highlighted the range of “birth products” kits.
The new Petit Bateau product range, currently being rolled out in supermarkets and superstores, has attained a dual objective, namely: to give the brand new consistency and impact with the adoption of a common identity code while simultaneously giving expression to powerful and differentiating product concepts.
Christophe Paymal for Dragon Rouge
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