We saw the consumer's emotional state was key
to differentiating the brand.
  • Challenge: Consumer perception was pregnancy tests are all the same.
  • Strategy: Demonstrate that First Response understands the anxiety of not knowing and alleviates it faster than any other brand.
  • Big Idea: First Response tells you first.
  • Result: Moved First Response from 12 to 30+ share. We overtook both EPT and Clearblue Easy to become the #1 brand in the category.