Sleep is often a daily struggle for parents. Tonies is addressing this challenge with the new Schlummer-Ozean-Tonies, a child-friendly support product. The launch strategy focused not just on product details, but on providing real-world relief and everyday help for families, encouraging an open exchange about successful sleep routines.
We hosted a deliberately child-friendly launch event at Cará Space Berlin, complete with play areas, healthy snacks, and personalized shirts. The key to our strategy was a talk by sleep expert Katharina Meier-Batrakow, providing parents with actionable, everyday tips. This unique structure positioned tonies as a genuine partner in family life, resulting in unanimously positive feedback: "Finally, a brand event that children can enjoy too."
