Women were beginning to distrust at-home pregnancy tests because of the risk of receiving ‘false negative’ responses when taken too early. As a pregnancy test with a core value of being reliable early in pregnancy, e.p.t. needed to reinforce its brand position as a reliable caretaker of pregnant women.

project lead

Bree Neely

what we did

  • Online survey showing risk of taking tests too early
  • Press release and media follow-up
  • Fact sheets about pregnancy test accuracy
  • Launch of website testaccurately.com

why it mattered

The core of the e.p.t. product offering was under fire – and its messaging was too stale to keep up. The new positioning connected women who were concerned about pregnancy testing with the information and materials necessary to make informed choices.

Renegade Creatives | Revolutionary Content

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