The Gerber Generation Says 'Hello!' to America
Gerber Generation: United Babies
Gerber's Integrated Campaign Celebrates the Gerber Generation with Nationwide Word-of-Mom Event May 15th
FLORHAM PARK, N.J., May 14 /PRNewswire/ -- Say "hello" to a new generation of Gerber – that's the theme of the legendary baby food maker's new integrated marketing campaign. The "Gerber Generation" campaign debuted in mid-March with television, out-of-home and print advertising. On May 15th, the company is celebrating the Gerber Generation by throwing 1,001 baby showers across the nation, in partnership with House Party™.
The bold Gerber Generation marketing campaign – developed by DraftFCB, New York – uses the voice and aspirations of today's youngest children to bring to life the company's full-line of stage-based nutrition products and resources for children from birth to preschool. The development of the campaign and the continued expansion of the Start Healthy, Stay Healthy™ Nutrition System reflect the company's commitment to helping create a healthier generation.
"We have been leaders in early childhood nutrition and focused on the issue of childhood obesity for years," said Rick Klauser, Head of Marketing, Nestle Infant Nutrition. "Research shows that the nutrition children get in the first five years can affect their health forever. We thought the idea of telling the story to moms from the mouths of children from all walks of life, at every stage of development from birth to age four, was compelling. These children are the next generation, the 'Gerber Generation,' and they deserve a healthy start."
The Gerber Generation Speaks
The Gerber Generation campaign leverages the new Nestle Start Healthy, Stay Healthy packaging icons found on shelf, to help moms readily identify the right products for her child's developmental stage. These package cues include a unique, color-coded Milestone Symbol™ and a Benefit Band™ that describes how each product supports the developmental needs of children in a particular stage.
The first Gerber Generation television spot began its national rotation in mid-March. This TV spot uncovers the inspiration for Start Healthy, Stay Healthy while depicting the Gerber Generation's journey from birth to preschool, educating the viewer on the importance of good nutrition during the first years of life. The subsequent TV spots welcome GERBER® GOOD START® formula to the Gerber family and describe the unique benefits of GERBER® NatureSelect™ 1st FOODS® purees for infants and GERBER® GRADUATES® for Preschoolers HEALTHY MEALS.
The print ads and innovative out-of-home communication span infant, toddler and preschooler parenting magazines and supermarkets, pairing the same bright, stage-based colors with endearing messages about the product attributes. Print and out-of-home will feature a mix of new products and old favorites, from new GERBER® SmartNourish™ 2nd FOODS® purees with DHA and choline, to GERBER GRADUATES® LIL' CRUNCHIES® snacks and SMART SIPS™ dairy beverages. All marketing communications, from direct mail to www.gerber.com, will incorporate the style and message of the Gerber Generation.
"Today's mom is putting a new twist on the traditional motherhood role," says Klauser. "Much like the GERBER brand, she is progressive and innovative, but has a flair for the traditional. She's evolving and she demands information from multiple sources. That was our main consideration in the campaign development. All campaign elements were designed to reinforce the Start Healthy, Stay Healthy message through a wide range of media touch points."
Nationwide Gerber Generation Celebration
One tradition that will always remain is a mom's reliance on her friends and family for parenting advice. Recognizing this, Gerber, in partnership with House Party™ (www.houseparty.com), will host 1,001 simultaneous Gerber Generation Celebration "baby showers" on May 15, 2010 at the homes of moms and moms-to-be across the nation. These women have been selected to host parties where they can talk about the importance of good nutrition and introduce their friends and family members to Gerber's wide array of resources that span from pregnancy through preschool. The parties will involve a mix of fun and education, and will include informational games, literature and GERBER product samples that help guide newly forming families through a baby's nutrition journey.
The fully integrated Start Healthy, Stay Healthy
campaign includes the following elements: Television; print; out-of-home billboards; direct mail; www.gerber.com
, digital and social media; consumer events and mobile applications that will launch throughout the year.
About Nestle Nutrition and Gerber
Nestle Nutrition, part of Nestle S.A., a world leader in nutrition, health and wellness, is dedicated to infant nutrition, healthcare nutrition, and performance nutrition and weight management. Gerber Products Company, founded in 1928, officially joined the Nestle family on September 1, 2007. Nestle and Gerber's combined resources and scientific research expertise have enabled the company to become a worldwide leader in early childhood nutrition. Gerber produces more than 200 food products, all of which are a part of Nestle's proprietary Start Healthy, Stay Healthy™ integrated nutrition system. Start Healthy, Stay Healthy™ combines products, educational resources and services that are designed to encourage the early establishment of healthy eating habits in children from birth to preschool.
All trademarks are owned by Societe des Produits Nestle S.A., Vevey, Switzerland or used with permission.
House Party™ is a trademark of House Party, Inc.