A child’s tutu was just a tutu until iLovePlum tapped into the talents of SweetScience. We quickly identified  the secret to breaking through the commodity trap of this highly competitive market with a premium-priced garment: The power of the iLovePlum brand is not in the garment being purchased, it’s in the endless imagination of the child who wears it. This insight not only became the foundation of a category changing advertising campaign, it more than doubled year-over-year sales for the company.