NUK Ms. Rachel Learner Cup, 10 oz
The hero of the collaboration. Soft spout, removable easy-grip handles, spillproof. Live at NUK, Amazon, Target, and Walmart.
The Challenge
A Brand Babies Know.
A Brand Babies Know.
Parents Trust.
We connected NUK's product milestones to a face babies already love. The result is a partnership that works at every step of the bottle-to-cup journey.
NUK had decades of credibility with hospitals and pediatricians, but the modern parent shops by feel. The challenge was to win the shelf-and-scroll moments where bottle, cup, and feeding decisions get made, and to do it without sounding like every other brand claiming "most trusted."
The Insight
With Ms. Rachel on the packaging and in the advertising, NUK becomes a brand babies know, and parents trust. Strategic Insight
Designed for happy transitions.
We made Ms. Rachel a co-author of the product, not a celebrity placement. Her face on the packaging, her voice in the advertising, her values in the design language. NUK becomes the first brand babies recognize on the shelf and the brand parents reach for at every milestone.
The Campaign Film · Tap Watch The Film above for sound
The Lineup
A system that grows with the child.
Six shipping SKUs across cups and tableware. Each tied to a developmental moment. Each carrying the same trusted face from the screen to the kitchen counter.
NUK First Choice Ms. Rachel Learner Straw Sippy Cup, 10 oz
Amazon's Choice. Straw transition for advanced sippers. 2-pack format, spillproof.
NUK Ms. Rachel Tableware Set
Divided plate, bowl, fork and spoon. BPA-free, dishwasher-safe. Amazon's Choice.
NUK Ms. Rachel Learner Cup, 5 oz
Smaller stepping-stone cup for the earliest transition stage. 2-pack also available.
NUK 4pc Plastic Ms. Rachel Tableware Dinnerware Set
Target-exclusive variant. Coordinated with the cup line for a complete shelf statement.
Not endorsement. Co-authorship.
01. Trust Transfer
Ms. Rachel's developmental authority gave NUK an immediate shorthand for "this is good for my baby." We protected her credibility by making the product genuinely match her standards.
02. Shelf to Screen Loop
Every product, ad, and social asset lives in the same color world. Babies who watch Ms. Rachel on YouTube already recognize the cup at Target.
03. Milestone Mapping
Each SKU is anchored to a developmental moment, from first sip to first fork. The product line tells the story of a year of growth.
Designed for happy transitions, delivered.
6
Shipping SKUs
4
Major Retailers
2
Amazon's Choice Badges
4.7★
Avg Rating Across Line