enfamil onesie insert
Babies have different nutritional needs at each stage of development. Using emotionally compelling copywriting, we created a memorable promotional insert to inform and engage new moms.
A little background. When Target was giving away Gift Bags for New Moms, they offered Enfamil an opportunity to include an insert for Enfamil staged formulas. We knew that every other manufacturer of baby formulas would have a competing insert inside that gift bag too, so we needed something special. After numerous brain-storming sessions, a simple, emotionally powerful idea was born.
Using the headline, “I am not a baby. I’m a newborn.”, Shelton combined a real, cloth newborn’s onesie with a two-fold insert card that told the story of Enfamil staged formulas in an unforgettable way.
Babies’ nutritional needs change as they develop. The levels of various nutrients that a newborn needs for healthy development is different from what an infant or toddler needs. Enfamil was the only major formula company with a line of staged baby formulas, made for the specific nutritional needs of babies at each stage of development.
To stand out in a crowded gift bag, we gave mom something she could feel with her hands and her heart. Digital versions were created for internet marketing.
Our informative insert card introduced mom to the concept (or idea) of staged baby formulas and detailed the benefits of each Enfamil staged formula product.
On the back panel of this hard-working shopper marketing tactic, we also provided info on Enfamil feeding solutions to common baby issues like fussiness and gas, frequent spit-up, etc. As an added incentive to encourage trial, we included coupons for free baby bottles.