TotsBots celebrates significant brand refresh with new designs
British reusable nappy company TotsBots has had its first significant brand refresh and investment in marketing in 20 years to propel the brand within the rapidly growing reusable sector.
The UK nappy market has a 90/10 split between disposable and reusable product demand, but this divide is becoming smaller in recent months due to more and more parents looking to cut back on waste going to landfill and to save money in the long run.
“There is an overriding macro consumer shift toward living more sustainably and for consumers to reduce their impact on the environment,” says CEO Sarah Clark. “Even with this change in consumer spending, research suggests there is still a reluctance by some parents to buy into the ‘reusable nappy’ ethos due to the preconception that using reusables are time consuming, require lots of washing, and are unhygienic,” she says. “TotsBots plans to overcome these barriers with an ambitious marketing refresh commencing November 2021.”
TotsBots is on a mission to normalise reusable nappies, to help parents find their reusable routine, and ultimately help protect our planet, one nappy change at a time. Given the wider trend for living more sustainably, TotsBots has a goal to not only capture significant market share of the current reusable segment of nappy users, but to also expand the overall reusable category by attracting new customers.
Available from distributors in over 30 countries worldwide as well on the e-commerce website, the re-brand is intended to help TotsBots break down and dispel the preconceptions of reusable nappies held by many parents by educating about the many environmental and economic advantages and by demonstrating the mounting strength of the sector. With a contemporary and more relevant new brand identity, the re-brand of TotsBots will involve a thorough rehaul of the packaging, website, social media, copywriting, and campaign visuals. TotsBots is poised to become more relevant to all modern parents who want to make a positive step in the care of their baby and ultimately the planet.
TotsBots are celebrating this exciting 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 much loved Bamboozle system has taken on a new muted colour palette with blue nightscapes, green foliage, pink coral, and yellow sunrises. A new look and feel brings freshness and energy to the range. The block colour, Oeko-Tex 100 Standardcertified Bamboozle Stretch Nappies and Pads are wrapped up in the beautiful prints of the waterproof Bamboozle Nappy Wraps made from 100% recycled plastic.
TotsBots was founded 20 years ago by parents Fiona and Magnus Smyth who developed reusable cloth nappies after their second child was born due their concern over the level of waste sent to landfill through using disposable nappies. Based in Glasgow, the business and manufacturing capability have been UK based for two decades, which has very much been part of the brand’s heritage.
Over the years TotsBots has grown steadily to become one of the UK’s leading reusable nappy brands and has invested resources in product development and innovation which has been key to the brand’s success. In 2003, TotsBots revolutionised the industry by developing an eco-friendly and ultra-performing reusable nappy made from bamboo which was the first ever reusable nappy to win the ‘Mother & Baby’ Gold Award. Furthermore, TotsBots was the first brand to make the waterproof fabric on the exterior of their nappies from recycled polyester yarn, diverting two plastic bottles on average from going to landfill per nappy.
These environmental credentials have struck a chord with consumers in the past and have undoubtedly helped the brand to grow where it is today. TotsBots and its reusable sister brand Bloom & Nora, was acquired by Frugi in January 2020, the colourful Cornish sustainable children’s clothing company that has a wider mission to inspire the next generation of eco-heroes.
Visit http://www.totsbots.com/ for more information.