• by Sarah Mahoney  @mahoney_sarah, November 8, 2024

No one knows better than parents how much malarkey is embedded in seasonal marketing. Babies are just as likely to scream on Santa’s lap as smile and spend Christmas morning putting all the wrong things in their mouths. Carter’s is introducing a holiday twist to its ongoing “More Than Just Cute” campaign, with new creative highlighting the low moments, including a Santa screamer, a stealth candy stealer and a snow-suited baby who can’t quite make it out the door.

The ads are rolling out as the Atlanta-based company announces a stepped-up investment in marketing, boosting spending $10 million for the second half of the year, which is paying off.

The new work, created by Mischief, aims to underscore the brand’s practical and affordable looks and convey the message that baby clothes have to do more than just look adorable.

“We set out to reinforce Carter’s value proposition of style and durability with 'More Than Just Cute,’ and it’s exciting to see it resonating over the past three months,” says Jeff Jenkins, executive vice president of global marketing, in an email to Marketing Daily. “In the third quarter, we saw an improved lift in site traffic, as well as strong growth in new customer acquisition, specifically among Gen Z consumers. We know parents don’t have time for kids’ clothes to not perform, especially during the season of countless photo opps.”

He says the holiday ads are breaking now, reflecting this year’s increased demand for value and desire to shop earlier. The company has launched offers on key items already and will continue its annual Daily Deals program through Black Friday.

Giveaways include a Carter’s gift card for the first 20 shoppers through the door on Friday, as well as an in-store sweepstakes.

In financial results last week, Carter’s said third-quarter sales fell 4%, to $758 million versus $792 million in the year-ago period. Profits also declined, with net income slipping 12% to $58.3 million from $66.2 million.

However, the results exceeded expectations, which the company attributed to more effective pricing and sharper brand marketing strategies following the July decision to invest $40 million in more competitive pricing and the marketing budget increase.

Exclusive brands sold to mass channel retailers were a bright spot.

“In this inflationary cycle, we are benefiting from consumers choosing the ease of one-stop shopping with Target, Walmart, and Amazon, where they can purchase groceries, diapers, baby formula, and children’s apparel at one location,” said Michael D. Casey, chairman and chief executive officer, in announcing the earnings. “Carter’s has an unparalleled competitive advantage as the largest supplier of young children’s apparel to these retailers.”