When ASHA identified a lack of on-shelf presence for the JCB toy range they approached JCB with their ideas. JCB agreed that their JCB Junior brand positioning wasn’t a true expression of the JCB brand and ASHA were briefed to re-position the brand and build awareness.

Building on the core JCB brand values and attributes, ASHA developed a positioning that focused on inspiring kids around ‘constructive play’, and demonstrated how this could be brought to life through the website. ASHA’s ‘JCB explore’ concept for the website centred around the idea of a resource centre for inspiring and equipping parents and children. Providing ideas on constructive and educational play ideas and downloadable resources, the website offers the opportunity to turn home and garden into an adventure playground! The JCB toys are integrated into the activities where appropriate and are available to purchase directly.

ASHA took this concept through to the product packaging which built on the ‘explore’ concept, and incorporated product cross-sell and drive to web.

The new packaging led directly to Toys R Us agreeing to stock the JCB toys – a significant relationship in light of the demise of Woolworths – previously JCB’s largest outlet.