Procter & Gamble: Clearblue Connected

Clearblue, a pregnancy test brand, launched Clearblue Connected and delivered against its goal of helping to normalize the ovulation conversation, positioning Clearblue as a leader in ovulation testing in the US.

Situation Analysis

Babies, like kittens and puppies, are superstar buzz builders. To the contrary, the journey to motherhood is the opposite – seen as personal, sensitive, taboo or superstitious to discuss. Ovulation and fertility products tend to be associated with the struggle of trying to get pregnant – instead of just part of the planning process – often obscuring the journey and carrying an undue stigma. Most people only want to talk about the end goal of a positive pregnancy test or holding a newborn baby.

Even so, times are changing. Women are waiting longer to try to get pregnant....

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