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Tigex Generates Immediate Results After Launch by The James Group

Brand created by The James Group in close cooperation with Tigex generates immediate results just weeks after launch into crowded U.S. market.

January 24, 2005 (New York, NY) — In September 2004, Tigex [pronounced tee-jex!] unveiled its new U.S. brand and packaging designed by The James Group’s New York office. The brand launch signaled the beginning of the first chapter in the company’s quest to conquer the crowded baby products category in the U.S.

Tigex is a leading brand of baby bottles and other baby products in Europe. For over 50 years, Tigex has been developing unique solutions for moms and babies.

In January 2004, Tigex charged The James Group with the ambitious goal of developing and launching its new brand into U.S. stores by the end of the summer.

“The real challenge wasn’t in the time frame involved, but in the fact that the new brand had to create an immediate impact in such a crowded marketplace.” says Paul Blakely, Creative Director of The James Group. “Rapid retailer buy-in and consumer sell through was critical to success. We’re delighted to say that this was achieved in only 2 months post launch.”

Speeding the route to market. After studying competing brands in the U.S. baby product market, The James Group developed a uniquely differentiated brand that captures the imagination and hearts of consumers and retailers alike.
Competitive analysis revealed that no one owned the concept of the intense emotion of love between mom and baby. Furthermore, the absence of dynamic colors in packaging represented an opportunity for Tigex to convey this powerful brand dimension.

“Our strategy brought the idea of ‘genuine love between a mother and baby’ to life.” says Melissa Garland, COO of The James Group. “To that end the new tagline, packaging, and campaignable idea were created to allow Tigex to own ‘emotion’ in baby products.” “We knew that dramatic results for our client would require a dramatic brand solution – the Tigex brand for the U.S. delivered.”

Just eight weeks post launch the Tigex brand had buy-in from the country’s leading multi-chain independent stores and also dozens of other smaller independent stores nationally.

Re-orders were being placed after only 10 weeks showing that consumers were responding to the brand as enthusiastically as the retailers.

“We’re very pleased with our U.S. brand and the results,” says Olivier Foglizzo, Manager of Tigex USA. “We needed to make quick in-roads to this market and this is evidence of the power of intelligent positioning and a beautifully-executed brand.”

Furthermore, “The James Group found a unique position for Tigex in the U.S. baby bottle market, which is a very crowded space. They created packaging that would stand apart and draw the attention of retailers and consumers. We are looking forward to a great deal of success in this market.”

About Tigex
Tigex (pronounced Tee-jex) is a part of Allegre Puericulture. Tigex is a leading brand of baby bottles and other baby products in Europe. For over 50 years, Tigex has been developing unique solutions for moms and babies.

Visit or call 1-866-MY-TIGEX to learn more about why American mothers are falling “truly, madly, deeply” in love with Tigex.

About The James Group
The James Group is a brand strategy and full-service marketing agency built to help midsized businesses grow.

The James Group premise is simple: assemble a team of experts who have built global brands and have them apply best practices to the underserved midsized market. By working directly with the top decision makers, avoiding the usual sluggishness of corporate giants, our brand guides are free to create rapid results for clients.

The James Group, founded in 1996, is located in New York City across from the Flatiron Building. The agency has clients throughout the United States and in Europe. For more information, call 212-243-2022 or visit

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