Proving cult potential with polling
Cult vision: Customer
Polling
Every baby brand says their product is the best.
Almost none of them can prove it.
The category runs on parental anxiety and social proof - testimonials, star ratings, influencer endorsements, founder stories. Brands make bold claims about leak prevention, comfort, and skin protection, and hope the ASA never looks too closely.
Peachies were different. They had real evidence sitting right in front of them: a loyal, vocal customer base who were genuinely experiencing the results the brand was claiming. Parents reporting fewer leaks. Better sleep. Time saved. A product that was demonstrably outperforming the alternatives they'd switched from.
But anecdotal feedback isn't a marketing claim. Enthusiastic reviews aren't comparative data. Without a compliant methodology behind them, even the most compelling customer stories are unusable in advertising - or worse, a liability.
Peachies knew what their customers were experiencing. They just couldn't say it out loud, legally, without the right architecture underneath it.
That's what they commissioned us to build.
Almost none of them can prove it.
The category runs on parental anxiety and social proof - testimonials, star ratings, influencer endorsements, founder stories. Brands make bold claims about leak prevention, comfort, and skin protection, and hope the ASA never looks too closely.
Peachies were different. They had real evidence sitting right in front of them: a loyal, vocal customer base who were genuinely experiencing the results the brand was claiming. Parents reporting fewer leaks. Better sleep. Time saved. A product that was demonstrably outperforming the alternatives they'd switched from.
But anecdotal feedback isn't a marketing claim. Enthusiastic reviews aren't comparative data. Without a compliant methodology behind them, even the most compelling customer stories are unusable in advertising - or worse, a liability.
Peachies knew what their customers were experiencing. They just couldn't say it out loud, legally, without the right architecture underneath it.
That's what they commissioned us to build.
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ClientPeachies
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Year2025
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RoleCompliance
The
Work
We approached the problem in two phases.
The first was a compliance audit. We mapped the relevant ASA and CMA regulatory landscape, reviewed the independent lab testing Peachies had already conducted on their own products and those of their competitors, and established a rigorous framework for what a defensible comparative claim actually required - the qualifying information, data verification standards, and wording precision that would make every claim transparent, accurate, and unassailable.
The second was a bespoke customer polling system, designed specifically around the compliance framework we'd built. The methodology targeted subscribers of more than three months, the cohort most likely to have experienced meaningful product performance over time.
Questions were designed to capture quantifiable data in the areas that mattered most commercially: leak prevention, baby comfort, sleep and time saved. The system was designed to be repeatable, so Peachies could run it again as their customer base grew.
Once the data was in, we wrote the claims, built the comparison page copy, and advised on how to deploy the assets across website, social, and advertising campaigns - ensuring every touchpoint used the verified data at maximum persuasive strength without stepping outside the compliance boundaries.
The first was a compliance audit. We mapped the relevant ASA and CMA regulatory landscape, reviewed the independent lab testing Peachies had already conducted on their own products and those of their competitors, and established a rigorous framework for what a defensible comparative claim actually required - the qualifying information, data verification standards, and wording precision that would make every claim transparent, accurate, and unassailable.
The second was a bespoke customer polling system, designed specifically around the compliance framework we'd built. The methodology targeted subscribers of more than three months, the cohort most likely to have experienced meaningful product performance over time.
Questions were designed to capture quantifiable data in the areas that mattered most commercially: leak prevention, baby comfort, sleep and time saved. The system was designed to be repeatable, so Peachies could run it again as their customer base grew.
Once the data was in, we wrote the claims, built the comparison page copy, and advised on how to deploy the assets across website, social, and advertising campaigns - ensuring every touchpoint used the verified data at maximum persuasive strength without stepping outside the compliance boundaries.
44 unique, fully compliant claims - ready for immediate use across website, social, and advertising.
Including:
Peachies parents say their baby gets an average of 24 minutes extra sleep per night since switching to Peachies.
Peachies parents report 59.31% fewer leaks than with their previous brand.
Parents using Peachies save an average of 45 minutes a week in changing time.
Including:
Peachies parents say their baby gets an average of 24 minutes extra sleep per night since switching to Peachies.
Peachies parents report 59.31% fewer leaks than with their previous brand.
Parents using Peachies save an average of 45 minutes a week in changing time.
