As parents seek out simpler and healthier baby food, Gerber is revealing its largest brand overhaul in the company's 90+ year history.
Everything from packaging to shopper marketing materials to the iconic Gerber baby logo has experienced a redesign. Creative AOR Terri & Sandy worked with Ogilvy & Mather on the effort, along with Hornall Anderson on packaging and logo design, MetaVision on media buying and Match MG/Catapult on retail redesign.
The "Anything for Baby" creative draws attention to topics like the brand's organic portfolio and its "Clean Field Farming" practices.
Have a look at the creative work here.
The refreshed logo still features "sparkling baby eyes" to represent happy healthy babies, but now is cleaner and sharper.
Gerber is also introducing an online personal assistant, “Dotti,” named after the company’s founder, Dorothy Gerber. This new digital customer experience will connect parents in real time with real-life baby experts to provide advice on subjects like nutrition and sleep habits.
A 30-second ad will break nationally on TV on October 23, with other spot debuting on social media.