Every period in life has a first day. Be in it.

Expecting parents try your product while they are still building the list of what the baby will need.

• Samples in the box
• An ad in the BOOM guide
• Handed over at gyn & maternity clinics

The first-days box handed to new mothers in hospital, with the guide for the weeks ahead.

• Samples in the first-days box
• An ad in the Natal Guide
• Handed over in maternity clinics

The premium edition for new mothers in private clinic suites and private rooms.

• Samples in the Luxury Moments kit
• Exclusive brands in the box
• Handed over in private suites

Baby starts eating: a second wave of trial as the family moves to a new stage.

• Samples in the box
• An ad in the first-foods guide
• Delivered home at 6 months

A box on the very first school day, for children and the parents choosing their school-year brands.

• Samples in the first-day box
• An ad in the School Guide 2026
• Handed out in primary schools

The Christmas edition of First Grade: a festive box for elementary school families.

• Samples in the Christmas box
• Festive school guide moment
• Handed out in primary schools

At the start of puberty: samples in her hands, a guide she keeps, and follow-up that turns first products into brands she trusts.

• Samples in her hands
• A guide she keeps
• Follow-up: email, SMS, call centre, direct mail

New class, new people. Samples, a guide, and START 9 — the interactive web guide for their first year.

• Samples in their hands
• An ad in the guide [to confirm]
• Handed out in high schools

First-year students making their first independent purchases: samples, a guide, and UniStart+.

• Samples in their hands
• An ad in the guide [to confirm]
• Handed out at universities

Young men try your product on the day they enter service, a hard-to-reach audience in one place.

• Samples in their hands
• An ad in the guide they take with them
• Handed out in military camps

Couples setting up a home together try your product as they choose their first shared brands.

• Samples in the box
• An ad in the first-home guide
• Handed out at [registries, venues, municipalities]

New owners get your product in the first weeks, while they're still choosing food, care and accessories.

• Samples in the box
• An ad in the first-weeks guide
• Handed out at [vets, pet shops]

Women in midlife receive trial and trusted guidance during a big change.

• Samples in the box
• An ad in the guide [to confirm]
• Handed over at gynaecology clinics

A new rhythm of life, new routines and new brands, at the start of retirement.

• Samples in the box
• An ad in the guide for the years ahead
• Handed out at [channel to confirm]