• Brandweek, Friday, January 15, 2010 10:45 AM

Gerber is launching a new campaign today on "Live! With Regis and Kelly" that will "celebrate a healthier generation of babies" and represents the first time that all of the company's products are showcased together in an ad, Elena Malykhina reports.

"The Gerber Generation" campaign is meant to represent a new generation of children of different backgrounds and ages. A "United Babies" spot that will air exclusively on the Regis and Kelly show through February features a montage of children of different ethnicities who grow up as the spot progresses. "Say hello to the Gerber generation. They have some big news to share. The nutrition children get in the first five years can affect their health forever,' the voiceover says.

Gerber is also sponsoring a "Beautiful Baby Contest" on the show and is breaking a print ad headlined "Dreaming of a Healthier World." A fully integrated effort -- including three new TV spots, print and outdoor -- debuts in late March.

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