British reusable nappy company TotsBots is having its first significant brand refresh and investment in marketing in 20 years. The new brand identity will involve a thorough rehaul of the packaging, website, social media, copywriting and campaign visuals.
The UK nappy market currently has a 90/10 split between disposable and reusable product demand. However, due to more parents looking to reduce waste and save money long-term, this divide is becoming smaller. TotsBots is on a mission to make premium reusable nappies in the kindest way possible to the planet; inspiring more parents to make choices that have a positive environmental impact.
Commenting is CEO, Sarah Clark. “There is an overriding macro consumer shift toward living more sustainably and for consumers to reduce their impact on the environment. Even with this change in consumer spending, research suggests there is still a reluctance by some parents to buy into the ‘reusable nappy’ ethos. This is due to the preconception that using reusables are time-consuming, require lots of washing, and are unhygienic. TotsBots plans to overcome these barriers with an ambitious marketing refresh commencing November 2021.”
Introducing small but mighty change
TotsBots is on a mission to normalise reusable nappies; to help parents find their reusable routine as well as help protect the planet, one nappy change at a time. Given the wider trend for sustainable living, TotsBots aims to capture a significant market share of current reusable nappy users. It also wants to expand the overall reusable category by attracting new customers.
Available from distributors in over 30 countries worldwide and via the ecommerce website, the re-brand will help TotsBots dispel parents’ preconceptions of reusable nappies. It will do this by educating about both the environmental and economic advantages. Plus, demonstrate the mounting strength of the sector.
New Natures Rainbow range
TotsBots is celebrating the re-brand with a new range of Natures Rainbow nappies in the same award-winning, planet-friendly products consumers have loved for over 20 years. TotsBots’ Bamboozle system has taken on a new muted colour palette, with blue nightscapes, green foliage, pink coral and yellow sunrises. The block colour, Oeko-Tex 100 Standard certified Bamboozle Stretch Nappies and Pads are wrapped up in the prints of the waterproof Bamboozle Nappy Wraps made from 100% recycled plastic.
TotsBots and reusable sister brand Bloom & Nora were acquired by Frugi in January 2020. For further information, please click here.
