Context
Parenting looks a lot different than it used to, and today’s world brings with it a whole range of challenges, often leaving parents feeling overwhelmed by the choices they have to make. Our campaign for Gerber, called “Decisions” highlights authentic, ‘slice of life’ parenting moments – crafted to convey an intimate understanding of what it’s like to be a parent.
Strategic Insight
Research from Gerber’s 24/7 Call Center Service, ‘MyGerber Expert’ revealed that new parents grapple with an astounding 1,700 decisions in their baby’s first year alone. This highlighted a key opportunity for Gerber to position itself as a trusted partner in navigating these choices.
The Creative Idea
Position Gerber as the solution for key parenting decisions. A campaign showcasing Gerber’s understanding of modern parenting, offering solutions and support across key areas like feeding, sleeping, and general parenting advice.
Objective
The “Decisions” campaign aimed to empower parents and alleviate decision fatigue by highlighting Gerber’s products and the MyGerber Expert service. We also sought to increase brand consideration and forge a stronger emotional connection with millennial parents, ultimately driving them to choose Gerber as their trusted partner in navigating the challenges and joys of parenthood.
Bringing it to Life
We created a series of three bespoke films, complemented by assets across TV, streaming services, social media, and digital channels, to reach parents throughout their journey. The campaign launched in February 2024 as part of a larger effort to revitalize the Gerber brand for a new generation of parents.
A New Brand Platform
The “Decisions” campaign marked the introduction of “We Speak Parents,” a new brand platform for Gerber, along with the tagline “Grow With Love.” This platform emphasizes empathy and understanding, positioning Gerber as a partner who truly gets the parenting experience.
Lighthearted and Authentic Storytelling
The creative approach focused on lighthearted storytelling that mirrored real-life parenting moments. By incorporating relatable details like a crying baby or a messy high chair, we created an authentic connection with millennial parents, strengthening brand credibility and trust.
Grow With Love Tagline
This tagline encapsulates the intertwined nature of parenting’s challenges and rewards. It reflects Gerber’s commitment to supporting parents through every stage of their child’s development.
Impact
The “Decisions” campaign successfully resonated with millennial parents, fostering an emotional connection and reinforcing Gerber’s position as a trusted resource. By focusing on authenticity and empathy, we helped revitalize the brand and build lasting relationships with a new generation of parents. This resulted in double-digit increases in engagement and viewership across channels, with significant sales lifts during the campaign flight.
PRESS
MediaPost