Defending a category leader amidst tragedy  

Following multiple injuries and tragedies, the U.S. Consumer Product Safety Commission launched an investigation into a popular infant-care product—putting our client under threat of recall. 

Insight

Our research confirmed what our client strongly believed: the product was safe and effective – so long as it was used as directed. It was never intended for sleep, and our client has ensured that it came with strong warnings about the dangers of misuse. It was clear that every reported incident stemmed from the product not being used as intended. The client was at risk of steep penalization for issues beyond their control.

Expertise

Litigation Communications

Approach

With 80–90% market share, our client bore the weight of an entire industry. The recall threatened mothers and infants to whom the product was deeply important. ChangeMakers helped form a new, industry-leading association to help amplify our response to the recall. We organized testimony before regulators, spotlighting families positively impacted by the product, and brought in scientific and medical experts to advocate for its benefits.

Results

We shifted the narrative from one of a dangerous product, to a product that had widespread support and medical importance. Our client’s story and their empathy and passion for healthy infant development, resonated across media, political, and consumer channels. We avoided regulatory overreach and protected the brand’s future.