Balmex, a baby diaper rash cream brand, underwent a rebrand and was preparing for expansion. While the product was available in CVS, Rite Aid, and Walgreens, multiple attempts to gain distribution at Walmart had failed. The retailer required proof that Balmex could grow category sales and demonstrate sustained retail velocity.

The objective was clear: Increase sales performance at existing retailers to unlock Walmart distribution.

The diaper rash cream category is highly competitive, dominated by established brands such as Aquaphor, Desitin, and A+D. Additional structural constraints included:

• Most parents rely on referrals from doctors, friends, or prior experience
• Low repurchase frequency (only 7%–35% of infants experience diaper rash)
• Only 17% of consumers purchase diaper rash cream at drug stores
• Limited advertising budget
• Narrow target: first-time mothers shopping at specific retailers

To succeed, Balmex needed to drive targeted conversion within a niche audience while maximizing efficiency.

Jekyll + Hyde Labs engineered a precision-targeted omni-channel strategy focused on first-time mothers in high-performing drug store markets.

Audience + Data Strategy

Using first-party data partnerships, we identified first-time mothers, consumers in the diaper rash category, and shoppers frequenting CVS and Walgreens. We then layered store-level performance analysis and geo-targeted the top 50% of performing locations per retailer to concentrate media where velocity mattered most. This ensured effective market penetration within the highest-opportunity regions.

Creative Strategy

The creative approach targeted maternal instinct. Opening with the sound of a crying baby created immediate emotional attention and relevance. From there, messaging emphasized:

• Clinically proven to reduce redness in 3 hours
• Product differentiation claims
• Thousands of positive Amazon reviews to establish social proof

This moved the consumer through attention, credibility, and desire in a highly compressed message window.

Media Strategy

The campaign utilized Connected TV, YouTube, and Display retargeting. Connected TV and YouTube drove in-home awareness among qualified first-time mothers. Retargeting ensured reinforcement and frequency prior to purchase. All media was tightly optimized to maximize penetration within the defined retail footprint.

The campaign delivered measurable retail lift:

• Sales increased over 20% at CVS and Walgreens
• Amazon sales increased 40%
• Balmex secured new distribution at Walmart

Improved store-level velocity demonstrated category expansion potential and validated retail performance.

By focusing on precision targeting, disciplined geo-concentration, and emotionally resonant creative, Balmex transformed limited drug store distribution into proof of scalable retail growth.

Velocity validated. Distribution expanded. Mass retail unlocked.