Irving is leaning into Canadiana and functional benefits to boost the fortunes of its forthcoming Royale baby diapers.
The maker of the six-decade-old eponymous Royale consumer brand, which is best known for its tissues, is rolling out a new product line of Canadian-made diapers that’s coming to Walmart across the country in late May.
Jennifer Lo, the company’s VP of marketing, tells strategy the inspiration starts with the product’s quality, and providing dryness and comfort while extending the Royale brand.
“We know that Canadians are asking for products made in our country,” Lo says. “We’re proud to be the only Canadian manufacturer of baby diapers.”
The company is focusing on driving trial, and showcasing the new Royale premium diaper at the upcoming 2024 Spring Baby Show Toronto, taking place in mid-April where it is an official sponsor of the diaper-changing station. It will then hold some shopper marketing programs with Walmart nationally, while partnering with influencers as well.
Its marketing efforts will be very targeted at parents and parents-to-be, and will focus on premium performance.
“Our number one focus is on trial,” Lo says, as parents rely on family and friends for discovery. The diapers include wetness indicator strips that change colour when it’s time to change the baby.
Packages include creative “whimsical, playful” explorer illustrations of babies on trains, submarines, planes, Zambonis, and of course, prominent made-in-Canada callouts.
As part of the design, Irving really wanted to honour the legacy of the brand through Royale, and it being trusted for 60 years, Lo explains.
Design, creative and media planners were all brought together to work on the launch. Partner agencies for the product include Hawk, Pigeon and UM Canada.
While all of Royale’s tissue products are now certified carbon neutral by the Carbon Trust, the new diapers are not. But they are free from latex, fragrances, dyes, phthalates, chlorine bleaching and parabens.
