Brand Union helps ethical children’s clothing brand Baby Hero champion mother + baby cause

Hong Kong based children’s clothing company, Baby Hero, has teamed with global brand agency Brand Union on a pro bono basis, to help strengthen its brand strategy and positioning, in pursuit of its goal to help mothers and newborns in the developing world.

Founded in 2012, Baby Hero makes baby products that fund innovations in maternal and infant health. Every Baby Hero product funds a Neonatal Survival Kit for a mother and her newborn in the developing world, helping them survive childbirth and the vulnerable first weeks of life. The company pays fair prices to cotton farmers and fair wages to garment workers to ensure that its products – from cotton field to baby, are 100% ethical.

Brand Union researched how other brands in this space position themselves and found that most put all of their eggs in one basket. They either talk exclusively about the quality of their products or they focus purely on the brand’s philanthropic cause. No one seemed to be doing justice to both sides of their offer.

“For the past three months we have been working with Baby Hero to define a centre of gravity for the brand which captures its unique and memorable story,” said Benedict Gordon, Managing Director at Brand Union Hong Kong.  “This taps into the aspirations and optimism that is common to all young families, as well as the positive impact Baby Hero has on mothers and newborns in the developing world.”

“We captured this in the positioning line: ‘Championing a better future for young families’. By owning the position of “Champions”, linking the products and cause, Baby Hero can live up to its brand name while differentiating itself from the competition.”

Alicia Wieser, Co-Founder at Baby Hero said, “We loved working with Brand Union – their guidance and enthusiasm was extremely useful for our young company. By sharing their skills and experience, they have genuinely contributed to helping us realise our goal.”

“This project demonstrates Brand Union’s commitment to supporting brands in Hong Kong that want to make a positive difference in communities at home or around the world. By sharing our skills and experience, we are proud to have contributed to helping realise Baby Hero’s vision,” added Benedict Gordon, Managing Director, Brand Union Hong Kong.