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Sun, 8 Oct 2006 08:07:33 EDT |
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As a more than casual observer of the infant formula industry, NABA picked
up the theme of Ross Products massive marketing campaign with their label
change and new tag line - "Strong Babies Start Here." Ross hired 6 high-profile
women as spokespersons on their new website where mothers will share their
parenting concerns. They are pitching strong women as a theme for raising strong
babies by giving them Similac. Ross spent $7 million on media advertising in
2005. This website and theme is targeted at "yoga mommies" who are affluent
and between 20-30 years of age and relevant to this group's lifestyle- no TV,
purchasing organic items, making purchasing decisions through chats with
peers, friends and family. The new website is designed to emulate this type of
interaction as many of these mothers utilize the web heavily for information
and support. Ross introduced its new organic formula, specifically for this
group of mothers. This group of mothers is also the group with the highest
breastfeeding rates, something Ross needs to chip away at if they are to sell more
formula.
The US does have truth in advertising laws that reside within the purview of
the Federal Trade Commission. Each time we see a formula ad that is false and
misleading we need to report it to the FTC at _www.ftc.gov_
(http://www.ftc.gov) . The FTC will do nothing unless there is a large number of complaints.
Just think what all of us on Lactnet could do with $7 million to help mothers
breastfeed!
Marsha Walker, RN, IBCLC
Weston, MA
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