BabyPass Maternity Branding: Investing in the future of you and your family’s health

Gut health is now understood to be an important factor in overall health but not many people realise that baby’s gut health begins in the womb and is foundational in the baby's first two years of life. A good gut microbiome at 2years old is a good indicator of a child's future health. BabyPass enables couples to invest in the future health of their children. Simply sign-up to the BabyPass App, order a home collection-kit, send your sample off to the lab and the results are then shared through the App. Prospective parents can then ensure they pass on the good stuff to the next generation. As BabyPass was still in its infancy, the opportunity was to bring the concept to life. Through Tangible’s process of developing hypotheses using our brand pillar framework™, we were able to develop and test positioning & personality hypotheses. This enabled the team to better understand expectant mothers; need states & preference drivers, price tolerance, preferred subscription model, communication style and features for the maternity branding App. The results of the research allowed the team at Babypass to be confident in viability of the Babypass offer and the preferences of its target audience.