From Reactive to Proactive

In 2004, Amy Glovsky Abreu created Oopa Baby slings as a stylish alternative to the bland baby slings she was used to seeing as a new mom. Featuring stunning fabrics, the emerging brand not only offered mothers a great way to stay close to baby, but also served as a bold fashion statement that complemented a woman’s individual look and personality. Forty Weeks was brought in to assist with design, marketing, distribution and sales – and ultimately help evolve a great concept into a proactive brand.

Charged with increasing awareness and distribution for the brand and expanding into the fashion category, Forty Weeks analyzed the entire business structure and established a well-defined brand image from which to build operations and credibility in the marketplace. Highlighting the brand’s fashion-forward attributes, the team tapped their extensive list of celebrity stylists, fashion editors, key maternity and parenting media to help bring Oopa Baby to their target audience.

The result:  Oopa Baby slings were seen worn by A-List celebrities, including Angelina Jolie, Gwen Stefani and Kate Hudson. Similarly, Forty Weeks secured placements in top-tier media outlets such as Urban Baby, Pregnancy & Newborn, Us Weekly, Cookie, Celebrity Baby Blog and others. The brand gained distribution in specialty stores nationwide and maintained market share and brand name recognition, even as the category became overcrowded following the brand’s introduction.