Bright Beginnings Breaks Multimedia Campaign

http://www.adweek.com/aw/regional/southeast/article_display.jsp?vnu_content_id=1001995617

Bubble launched its first work for Bright Beginnings infant formula this
month in several national magazines, the agency said.

The independent Philadelphia shop has produced three full-page ads for the
company's Ultra Bright Beginnings formula with DHA, an ingredient believed
to stimulate brain and retina development. The ads began running in the
February issues of magazines including American Baby, Baby Talk, Child,
Parent and Parenting.

Other work includes Internet ads, point-of-purchase and brochures in doctor
offices and birthing centers.

The new campaign uses Elisabeth Hasselbeck, co-host of The View on ABC and
wife of New York Giants quarterback Tim Hasselbeck, as a spokesperson.
Previous work used actress Brooke Shields.

The ads target women between the ages of 25 and 34 with one to three
children.

Bright Beginnings is produced by PBM Nutritionals, a division of PBM
Products of Gordonsville, Va. The products are distributed in more than
20,000 retail locations nationwide.

Spending on the campaign was not disclosed.

(that's the full article - there is a sample ad at the link)

Janice Reynolds

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