We started by studying the emotional/behavioral patterns of the couples who go through this situation in life to understand that only 28% of women discover they’ll be moms in the presence of their partners. To ensure that the other 72% of them live that moment in a less solitary and impersonal way, we switched the roles by creating a sharing pregnancy test that reveals the results to the man first, so he can let his woman know whether or not she is pregnant in a sweeter way.
Idea Creativa
Our insight was that sometimes needing a hanky is the most beautiful thing that can happen. To prove it, we focused on one of the most tear-jerking moments of life: pregnancy announcements. But while men discover they’ll be dads through their partners, women get that news in bathrooms, in an impersonal and solitary way. To amplify this emotion and show what it would be like to find out the result in a different way, we announced the release of pregnancy test centred on an unprecedented call to action: let your man reveal the most touching news of your life. their thoughts on the product and the brand behind it.
