• by Sarah Mahoney  @mahoney_sarah, August 1, 2024

When it comes to dressing babies and little kids, “cute” is as far as most parents get. But Carter’s new  “More Than Just Cute” campaign pushes clothes shopping a little further, positioning it as the brand of choice for applesauce playdates, shape-sorting brilliance and staring contests with the family dog. Promising babies “stitching as strong as your character,” the ads position Carter’s as durable, versatile and, yes, adorable.

It is the brand's first campaign from Mischief.

“We knew we needed a fresh perspective and tone that connects with Gen Z parents beginning this exciting journey of parenthood,” says Jeff Jenkins, Carter’s executive vice president of global marketing, in an email to Marketing Daily.

While he declined to say how much the Atlanta-based company will spend on new campaigns, “we are significantly increasing our investment in digital marketing. That includes social media platforms like Instagram, TikTok, Facebook, YouTube, and Pinterest, where we know Gen Z parents are extremely active.”

The plan also includes digital ad networks like Seedtag, MNT, Nexen, and Undertone.

“Customers will also see the new creative in the messaging and photography at Carter’s stores, on Carter’s website and app, and in emails—everywhere customers engage with the brand,” he says.

Gen Z represents a crucial segment for Carter’s, and the campaign “is designed to seamlessly meet them where they spend their time.”

Carter’s, which has been around for 150 years, is struggling with weaker sales. In second-quarter results released last week, it reported a 6% decline in sales to $564.4 million, which the company attributes to consumers wrestling with economic problems, including more household debt.

“Sales in our U.S. retail segment were lower due to fewer visits and lower conversion rates,” said Michael D. Casey, chairman and chief executive officer, in that announcement. “We have increased our brand marketing investments to improve traffic trends in the balance of the year.”

That includes new marketing capabilities that will deepen customer relationships.