Baby Safety Alliance and KVA Celebrate Two Prestigious Awards for Rebranding Success
The Baby Safety Alliance Rebrand by KVA Achieves Recognition
In an impressive move for child safety advocacy, the Baby Safety Alliance and KVA, a specialized marketing agency, celebrated a significant achievement by winning two prestigious Platinum Awards at the 2025 MarCom Awards. These awards, which are highly regarded in the marketing sphere, spotlighted the branding and branding refresh initiatives undertaken by the Alliance.
With over 6,000 entries from around the globe, the Baby Safety Alliance’s innovative rebranding campaign distinguished itself, illustrating the commitment to safety and quality in products for babies and toddlers. The Platinum Award is the highest honor bestowed by MarCom, given to only 15% of submissions annually. Notable brands such as Bank of America and Pfizer were also honored at this event, elevating the significance of the Alliance's achievement.
A New Era in Baby Safety
The Baby Safety Alliance, previously known as the Juvenile Products Manufacturers Association (JPMA), recently underwent a transformative rebranding process that marked a new chapter in its mission. On June 2025, the JPMA transitioned to the Baby Safety Alliance to better reflect its dedication to child safety in the ever-evolving market of baby products. As Lisa Trofe, the Executive Director of the organization stated, this transition has brought the Alliance’s mission into sharper focus following 60 years of advocacy for baby safety.
The new branding initiative was effectively executed with the help of KVA, involving extensive research, focus groups, and ongoing discussions with members to ensure that the new identity resonated with key stakeholders. This approach was pivotal in reconnecting the organization’s narrative around advocacy, consumer education, and product safety certification.
A Brand Built on Emotion
KVA's approach to the rebranding involved prioritizing the emotional connection to baby safety, as noted by Tam'ra Osborne Powell, KVA's Senior Vice President of Marketing and Communications Strategy. The aim was to craft a memorable identity that consumers would recognize while fostering trust and assurance—an essential aspect for parents when selecting products for their little ones. The tagline
Topics Consumer Products & Retail）
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