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Big Campaign for Baby Einstein

3 Sep, 2002 By: Hive News


The Baby Einstein Co. has a bright idea for its first-ever advertising campaign in October: It'll reach 80 percent of its target audience.

"The exponential growth of The Baby Einstein Company originated through mom-to-mom testimonials about the quality and benefits of our products -- how our products have helped moms expose their babies to the world around them," said Russell Hampton, senior vice president and general manager, The Baby Einstein Co. "We take an emotional approach in communicating how Baby Einstein products promote and facilitate parent-child interaction by providing parents with tools to engage their little ones."The print campaign consists of six ads featuring Baby Einstein's iconic characters on a crisp white backdrop. Headlines -- focusing on Baby Einstein's role in helping parents expose their kids to the world -- include "All you want is a healthy, happy baby. Our specialty is the happy part," and "The world is a really interesting place. You and your child should see it together."

All of Baby Einstein's products -- books, videos, Discovery Cards and audio CDs created "from a baby's point of view" -- are displayed in the ads.

The print campaign premieres in October parenting and women's national magazines, including American Baby, Baby Talk, Family Circle, Family Fun, First Years of Life, Nick Jr., Parenting, Parents, Parents Baby, Rosie and Woman's Day. The company says its aggressive media buy through December of this year will reach 80 percent of Baby Einstein's core target (moms with children 0-3 years) an average of seven times.

The ads were created by San Diego-based agency VitroRobertson.

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