Pura | 5&Vine

The rule we rewrote together

We positioned Pura as the baby care brand that made sustainability simple, safe, and accessible – no compromises required. To launch Pura in the U.S., we:

Pura website content section with Walmart call-to-action and product categories for diapers and wipes.

Launched an award-winning website:

Strategically designed and developed a vibrant, user-friendly site tailored specifically for the U.S. market.

Partnership ads across BabyCentre, What to Expect, and theSkimm.

Curated meaningful partnerships:

Aligned Pura with trusted voices like the ThinkDirty app, The Environmental Working Group (EWG), Baby Center, What to Expect, and theSkimm, connecting deeply with safety-conscious parents.

Instagram stories of families showcasing Pura diapers in real-life moments.

Amplified via organic social:

Leveraged compelling storytelling and engaging content to convert parents into vocal brand advocates. We also brought Pura’s charismatic founder front-and-center on TikTok, spotlighting the brand’s playfulness and genuine personality.

Playful creative ads with bold text like “Please buy our poop catchers” and babies featured in lifestyle settings.

Took an inclusive paid media approach:

Designed and executed targeted campaigns across Facebook, Instagram, and Google Ads that spoke directly to both parents, seizing the overlooked opportunity to engage dads alongside moms, thereby creating broader, deeper brand connections.

The impact

Pura’s U.S. launch redefined expectations for baby care, achieving:

Grew to 8 figures:

Supported revenue growth to 8-figures in the US averaging +324% YoY since launch in 2023.

Iterate, iterate, iterate:

Launched 55 high level tests with 100+ creatives.

ROI with limited data:

Given limited viewthrough trackability inherent in the model, we worked with strategic holdout tests and assumptions to prove and improve ROI.

‍

Amanda Richard

CMO

5&Vine launched our disruptive UK baby care brand into the US. The team was awesome to work with and packed a real punch in terms of quality of strategic thinking, creative approach and excellence in execution. There was instant rapport, partnership and trust. Their consumer insight helped us get a real understanding for the US market. Our US website has won awards and our paid channels have exceeded performance benchmarks. I would thoroughly recommend the 5&Vine team!

If the rules aren’t serving you,

rewrite

with us.

Get in touch

Parents must choose between comfort, affordability and sustainability.

The rule they were rewriting