branding together

Beech-Nut, Goya Co-Brand Baby Food to Woo US Hispanics

Posted by Dale Buss on July 15, 2013 06:01 PM

Goya and Beech-Nut are hoping that a partnership will yield big results from the confluence of three trends: the growing Hispanic population in the US, the proliferation of food products aimed specifically at that demographic, and the rising interest of mainstream global CPG companies in exploiting the other two trends.

The two companies are expanding the availability of a co-branded line of baby food, called Beech-Nut Goya, that launched in April. The baby-food range is being promoted as "Authentic Hispanic flavors made especially for your baby" as it rolls out to stores across America, according to Ad Age. With Hispanics now accounting for one-fourth of all US births as the fertility rates and birth numbers of other major American demographic groups wane, the co-branded line makes sense for both brands.

The baby-food market has been getting a lot of attention lately from non-traditional but major CPG players, including Campbell Soup, which just bought Plum Organics and its baby- and toddler-food lines, and Groupe Danone, the Paris-based maker of yogurt, which at about the same time bought Happy Family, another organic-baby-food startup.Continue reading...

mom's the word

Look Who's Talking: For Huggies, It's That Swinger Alfie

Posted by Sheila Shayon on March 21, 2012 04:24 PM

When most Brits hear the name "Alfie," they think of Michael Caine's skirt-chasing cad in the 1966 movie of the same name (with all due respect to Jude Law's reprisal of the character).

Now there's a new swinging Alfie out of the UK — chatting up his girl/friend Evie, about the benefits of Huggies' "drylock system" which promises to keep a baby's skin dry for up to 12 hours and help prevent leaks. He even has his own Twitter handle — presumably because he's too young to give out a mobile number.Continue reading...

web watch

Khan Academy Brand on the Rise

Posted by Mark J. Miller on March 13, 2012 12:05 PM

Khan Academy, the free, nonprofit online educational service, has been around for about five and a half years, but its brand is suddenly rising fast, thanks to a 60 Minutes segment Sunday night and the announcement Monday that the TED Conference is launching TED-Ed, “an online collection of free video lessons delivered by the best teachers on a range of subjects,” according to the Washington Post.

It also doesn’t hurt that investment dollars have come in from the Gates Foundation and Google, whose chairman, Eric Schmidt, is a big fan. The Post notes that Khan is “beginning to be used experimentally in a couple dozen schools” as well.

The Academy was started by former hedge-fund analyst Salman “Sal” Khan to help his cousin learn algebra, but then his videos started going viral on YouTube as parents and teachers stumbled across them. The idea is that “students watch videos to learn the lessons at home, and then work through problems in school with their teachers’ assistance,” the Post reports.Continue reading...

social media watch

Huggies Makes Amends with Dads After Flunking Facebook 'Test'

Posted by Sheila Shayon on March 13, 2012 10:08 AM

As you may have caught on Facebook lately, Huggies is in hot water with Dads.

The issue: the Kimberly-Clark diaper brand's male-targeted social marketing campaign featuring real dads and real babies, which aimed for the funny bone but landed in the solar plexus. "To prove that Huggies diapers and wipes can handle anything, we put them to the toughest test imaginable – Dads," intoned a female voice-over in the videos ("Dad Test" and "Easy Chair").

Befuddled dads may have seemed like a cute way to make their point, but it (inevitably) irked parents. Consider that dads are increasingly stay-at-home caregivers, one out of three according to the US Census, it was no surprise that many of them took umbrage and took to social media to be heard.Continue reading...

app watch

Nutricia App Engages Dads-to-Be

Posted by Shirley Brady on April 4, 2011 11:30 AM

Nutricia, a Groupe Danone-owned baby food brand in the Netherlands, launched Baby Connection, an innovative app in the iTunes store on April 2nd, that aims to unite and engage moms-to-be and dads-to-be in the pregnancy journey.

When the parents' smartphones are placed side-by-side, for instance, the "duo-app" acts as one screen — but how to get men interested in tracking their baby's progress too? The brand's marketers came up with the "Instant Pregnancy Experience" for men (above). See the app in action below.Continue reading...

digital moves

Meredith Brings Best-Selling Magazine Titles to the iPad

Posted by Sheila Shayon on March 16, 2011 10:30 AM

Meredith Corporation, the US magazine publisher, has released a trio of iPadazines, with iPad launches of Better Homes and Gardens, Parents and Fitness. The titles, focusing on home, family and health, are among Meredith’s most popular. 

Pricing for the tablet editions, now available on a single-issue basis through the iTunes store: Parents and Fitness are $2.99 per issue, and Better Homes and Gardens is $3.99. Meredith will also offer these brands on the Android tablet via Next Issue Media.  

“Women are seeking more creative and service-oriented content than ever before,” says Better Homes and Gardens editor Gayle Butler.

“Our tablet editions deliver the next level of high-quality and helpful content to her, whether she’s an on-the-go mom, a healthy and active lifestyle enthusiast, the Chief Household Officer or all of the above.”

Features include videos, workout routines, interactive recipes, and for Parents, "Playroom," which lets parents and kids browse new toys, DVDs, and calendar listings.Continue reading...

brand trainwrecks

Crib Maker Stork Craft Is Latest Brand To Face Recall Nightmare

Posted by Barry Silverstein on November 24, 2009 05:00 PM

There isn't anything that can do more damage to a brand's credibility than a product recall. Stork Craft, the Canadian manufacturer of baby cribs, is reeling from a recall of over 2 million drop-side cribs -- the largest crib recall ever. About 150,000 of the recalled cribs were sold under a Fisher-Price brand, and the company's phone lines are jammed with calls from anxious parents.

The US Consumer Products Safety Commission reported that four infants died from being caught in the crib's side gates, which slide up and down. Drop-side cribs have been the subject of criticism before. In the past two years, close to one million of them were recalled by Simplicity.Continue reading...

brand trainwrecks

Maclaren Recalls Strollers, Does Not Recall Existence Of Internet

Posted by Abe Sauer on November 11, 2009 05:55 PM

After Maclaren recalled a million of its strollers, even the New York Times apparently couldn't resist getting in on the schadenfreude reserved for brand perceived as a favorite of  "yuppie" parents:

"In Park Slope, the Brooklyn neighborhood that probably has the highest stroller-per-capita ratio in New York City, baby buggies are known to create traffic jams on the picturesque sidewalks, often turning cramped cafes into veritable obstacle courses. And behind each of Park Slope’s strollers, the stereotype goes, is a neurotic parent, prone to worry."

The voluntary recall, initiated for "fingertip amputation and laceration hazard to the child," seems to be rolling forward without a glitch, though an early flood of traffic took down the company's recall site. A spokesperson called this unexpected, which demonstrates Maclaren maybe doesn't understand its demographic. But anyway, the recall is for the United States only, which... uh oh:

"Maclaren said it would not do the same in the UK because there was less concern in this country where Trading Standards recorded just one case."Continue reading...

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