• by Larissa Faw , December 10, 2015

Nestle is using technology to extend its Gerber line of baby food to appeal to millennial moms. It has launched a new product call BabyNes that uses a Wi-Fi enabled formula machine, six single-serve formula capsules, and a companion digital app to track baby feedings via the machine as well as track infant growth and development.

To jumpstart this new product line, Gerber is teaming with its agency The Terri & Sandy Solution (T&S) for the "Smart Enough For The Next Generation" multi-faceted campaign that includes digital videos and a social media initiative.

In order to reach these tech-savvy moms, the campaign is going to where these moms go, meaning online. Four videos - one :60-second, two :30-second and one :15-second spot- feature Today Show correspondent Bobbie Thomas speaking about her experience as a new mom and how BabyNes "has been so helpful during her struggle with breastfeeding." These clips will run across YouTube, BabyCenter, Amazon, NestlèTrade Desk and Sharethough into next year.

The BabyNes site will serve as the hub for information, including a digital product demo titled "Light Show" that uses light and movement animation to illustrate the product's capabilities. 

One of the biggest challenges is consumer education on evolving nutrition, say agency execs.  Most parents do not know that the milk produced by a mom biologically changes over time to meet her baby’s changing needs as she grows. The agency used the insight to help shape the campaign for the new product.  

Finally, Gerber is introducing a capsule collection of baby apparel that promote the new system with “showcase statements that highlight a baby's potential, such as:  Today I found my voice. Future Opera Singer; "Today I discovered my hands. Future Surgeon;" and, "Today I took my first steps. Future Mountain Climber." 

The showcase apparel (onesies) aren’t being sold at retail, but will be given to consumers as gifts as their baby upgrades to a new capsule formula. These items were also given out at a recent launch event at NYC's The Children's Museum of the Arts.  

“Terri and Sandy have created a powerful campaign that strongly delivers on our goals for the new product launch,” said Florian Jacquier of Gerber. “We are thrilled to launch this new product and hope consumers find it as life-changing as we do.”