Tiny baby, big business
Babies are adorable. But, as parents well know, all that cute comes with a lot of work — and a lot of diapers. And let us not forget baby powder, special baby shampoos and lotions, and lots more.
In other words, “goo goo gah gah” can be very good for business. Annual U.S. revenue for baby diapers is projected by Statista to hit 6.2 billion in 2018 — and CPG companies will fiercely compete for a coveted place between the bassinet and the Diaper Genie.
Over the course of the past month, the battle got even more heated, as one of the biggest brands in baby care fought hard for mindshare among today’s hectic moms and dads. Alphonso research showed that this August, Johnson & Johnson revved up a “0-to-60” increase in its television advertising spend to launch its “Choose Gentle” rebranding campaign. Up until recently, the brand spent just under $100,000 per week on TV space throughout the year. All that changed last year when the brand laid out more than $6 million across networks including ABC, CBS, NBC and many cable networks, Spanish-language and English-speaking to boot (or should I say bootie?).
The TV ad’s creative spotlights real-life images of parent and baby love. The commercials feature no actors, only real families interacting with each other — and every once in a while, with the product. It’s an attempt to turn around the fortunes of an historic brand, as Ad Age explains, that needed a modern-day refresher to live up to many parents’ expectations that the products they use on baby be free of certain chemicals and dyes.
Whether it worked, remains to be seen — after all, it’s not as if other baby brands aren’t spending even more.
In August, to support Pampers and Luvs, Procter & Gamble spent more than $14 million on television advertising space. Meanwhile, Kimberly-Clark spent nearly $8 million advertising Huggies on TV. The diaper brands don’t sell shampoo, but when it comes to busy parents’ mindshare, there’s only so much space up for grabs.
Johnson & Johnson wants to be the baby care brand of choice for choosey moms and dads. With its attention-getting, authentic creative and million-dollar media buy, it has a fighting chance. While its products may be gentle, Johnson & Johnson as a brand marketer is strategic, thoughtful and on network primetime. It isn’t a gentle giant.
TS Kelly is senior vice president of research for Alphonso, a TV data company that provides real-time TV campaign analytics, one-to-one TV ad retargeting, and closed-loop attribution for brands and agencies. In his role at Alphonso, Kelly deep dives into television data and insights, giving clients guidance on how to optimize their TV spend.
MuscleTech, Rob Gronkowski partner on protein candy bar
MuscleTech, a sports nutrition brand, has partnered with pro football player Rob Gronkowski to launch a line of protein-rich candy bars.
The new Gronk Signature Protein Candy Bar, or Gronk Bar, was created with all the nutrition expected of a protein energy bar, but with the added taste of a candy bar, the company, which is based in Oakville, Ontario in Canada, said.
“One of our highest priorities at MuscleTech is to ensure that we not only provide competitive athletes with the fuel they need to perform at their greatest potential, but also continue delivering nutritional supplements and snacks that on-the-go users will love as a part of their everyday lifestyle. The Gronk Signature Protein Candy Bar delivers 20 g of protein sourced primarily from muscle-fueling whey protein and only 3 g of sugar,” Brian Cavanaugh, chief marketing officer of Iovate Health Sciences International, the parent company of MuscleTech, said. “As a champion-caliber athlete, Gronk is a natural fit for this partnership and helped build the ideal nutritional profile with our nutritionists. With his relentless drive, infectious spirit and engaging media personality, we are excited to tell the world about his newest addition to his nutritional regimen as he prepares for another football championship run this fall.”
Available in two flavors — chocolate deluxe and chocolate caramel peanut — each of the bars contains chocolate, caramel, bits of peanut and 20 g of protein, the company said.
“I’m pumped that I’ve been able to help design a high-quality protein bar that is good for you and tastes incredible — better than the unhealthy candy bar options on the market today,” Gronkowski said. “Fueling my performance gains never tasted so good, and I can’t wait to see what fans have to say about this bar once people try it.”
Gronk’s Signature Protein Candy Bar can now be found on the shelves at 7-Eleven, Walgreens and GNC, as well as Amazon, for the suggested retail price of $2.99.
FDA clears Perrigo’s store-brand Imodium Multi-Symptom Relief
The Food and Drug Administration has approved Perrigo’s loperamide HCl and simethicone tablets, a store-brand equivalent of Imodium Multi-Symptom Relief. The approval, announced Friday, opens up Perrigo to launch the product in the fourth quarter of the year, which the company said it was planning.
The product will be packaged and marketed as store brands or a retailer’s own-brand, Perrigo said. It is indicated to relieve symptoms of diarrhea plus bloating, pressure and cramps. Retail sales totaled roughly $62 million for the past 12 months, according to IRI.
“This final approval and upcoming launch is an important accomplishment for our store brand OTC business,” Perrigo executive vice president and president of consumer healthcare Americas Jeff Needham said. “Key new product launches, such as loperamide hydrochloride and simethicone tablets, 2 mg/125 mg, provide our customers and consumers with high-quality, value alternatives in important treatment categories.”