Munchkin - Market Penetration Campaign


Munchkin, Inc., designer and manufacturer of clever infant and toddler products, was on the cusp of launching one of the biggest innovations in its company history—the ARM & HAMMER™ Diaper Pail by Munchkin.


At the time, the diaper pail category was dominated by one major player, so Munchkin needed to come up with a creative way to take the attention away from its big brand competitor and  make a significant enough splash to capture target consumer and media attention.


  • Conduct a deskside media tour to educate top-tier national parenting, pregnancy and lifestyle media about the product
  • Leverage the trusted ARM & HAMMER name and compare/contrast the product’s features and benefits against the market leader
  • Harness the power and influence of mommy bloggers and online parenting media by hosting a “Diaper & Decanter Affair,” a wine-themed influencer event in New York City offering attendees an exclusive look
  • Conduct a webinar for geographically dispersed mommy bloggers and media to generate online discussions and build additional credibility
  • Promote launch via Facebook and Twitter, encouraging bloggers and media to generate posts
  • Nominate the ARM & HAMMER™ Diaper Pail by Munchkin for the Media Awards


  • Held at the upscale Del Posto Ristorante in Manhattan, the Diaper & Decanter Affair was attended by a dozen media/ bloggers and yielded extensive coverage
  • Havas Formula generated 300-plus articles and more than 30 broadcast segments, totaling more than 172 million gross impressions and effectively stealing the spotlight away from Playtex
  • Coverage appeared on high-profile mommy blogs and parenting publications/websites such as,, Parenting, American Baby, and
  • Secured a month-long, dedicated diapering sweepstakes
  • Product won multiple national awards, including’s pick for Best Diaper Pail of 2011

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