Agropur Division Natrel has launched a traditional and social media marketing campaign in support of Baboo, the company’s new dairy product for children between one and two years of age.
The consumer-facing campaign includes English and French television spots and print ads in child and parent-oriented publications. In the television spot, a series of 12- to 24-month-old children imitate adults as they play with items such as mobile phones and pots and pans. The ad finishes with product shots and a voiceover explaining that Baboo is a transition beverage between breast milk or formula and regular milk, one suitable for toddlers’ nutritional and digestive needs.
Agropur Division Natrel has also launched a Facebook page and a website where consumers can find menus and feeding advice for small children.
Prior to the mass media campaign, Agropur Division Natrel allowed members of the Urban Moms and Maman Pour La Vie parenting blog sites to test Baboo. Caroline Losson, vice-president, marketing, Agropur Division Natrel, said she hoped this would translate into buzz on the blogosphere.
“We’re trying to get into the blogs and it’s an organic process,” said Losson. “With Urban Moms and Mamans Pour La Vie we’re getting the buzz and quite a bit of pickup, but it’s just starting.”
The product hit stores in January following an educational and marketing campaign geared to the medical community. The doctor-facing campaign began last August and included booklets and Post-It style creative.
“As a mom, the first thing you’re going to do when you hear about Baboo is call up your doctor or pediatrician, so it was very important to get that up-front approval [from doctors],” said Losson.
The Montreal office of JWT handled creative duties for the medical and consumer campaigns, while CloudRaker, also of Montreal, developed the digital and social media elements.
