• by Les Luchter , October 20, 2025

Actor Jenna Dewan, identified simply as “mom of three happy kids,” lays out the case for Danone’s Happy Baby infant formula in a new :30 spot.

“The gut microbiome that a baby develops now can help set the foundation for their future health,” she states, explaining that “Happy Baby is the only USDA organic baby formula with pre- and pro-biotics to support gut health, which is only going to influence their immune system as they get older.”

In addition to starring in Happy Baby’s ad campaign, Dewan is now also an author, having co-written “Happy Babies Poop,” a classic 24-page illustrated children’s board book with -- and for -- the brand.

Happy Baby, which has been around for 19 years, only launched an ecommerce offering this summer, and “Happy Babies Poop” will be provided free to anyone who makes an online purchase, whether a single order or subscription, “while supplies last.”

The book’s “digestible story,” designed to “help jumpstart the conversation around the importance of baby gut health,” conveys “the adventure of one brave drop of formula as it moves through baby's tummy with the help of its trusty friends: pre- and probiotics,” Anne Laraway, president of Happy Family Organics, tells Marketing Daily.

“It shows how important it is to follow your gut (literally!) all the way to the diaper,” she adds, making for “a great addition to the read-and-feed routine with your child.”

Laraway says the  campaign is designed to “help parents connect what goes in the belly to what comes out in the diaper… We want to be a resource for parents, and to make sure they understand why baby gut health matters and how it can be influenced.”

She explains further, “When you stare at a poopy diaper, you’re looking into your baby’s future. Your baby’s poop -- the color, the texture, the frequency, the way baby feels as they're 'going' -- can all be key indicators of their gut health…Happy Baby’s patented pro- and prebiotic blend helps promote softer, more regular poops.”

In addition to the book and :30 spot, the campaign includes a :90 spot, dedicated website,  a “variety of relatable influencer parents” and a PR push. IPG’s Weber Shandwick handles the  creative and PR, with Collectively in charge of influencer marketing.

Paid media, handled by WPP’s Wavemaker, includes connected TV and digital.

“We’ll measure success and effectiveness by a variety of metrics, including formula purchases tied to our book, impressions/reach/engagement across paid and influencer assets, impressions/reach across earned conversation, and brand health metrics,” says Laraway.