Cow & Gate creates baby supergroup

Baby food brand Cow & Gate has launched an ad campaign featuring a group of toddlers let loose in a recording studio.

The babies are seen pressing buttons, banging instruments, plucking guitars, dancing, and playing. The end result is a cover of Dexys Midnight Runners’ ‘Come On Eileen’ played by the babies.

http://www.youtube.com/watch?v=YH9YHX7oJXU?list=PLvU-fr6vS2wbS6ZFDgm0VAbdo6uyvAOSs&hl=en_US

The ‘Supergroup’ ad, created by BETC, is the first under Cow & Gate’s new ‘Feed their personalities’ positioning. It hopes to “redefine” the baby food category and its own contribution through both products and services.

It features toddlers who were recruited through the brand’s Facebook page, after the brand invited parents to nominate their children to star in the campaign.

Recommended

party

The people’s party

Morag Cuddeford-Jones

Designing staff and customer events to be truly memorable, as well as cost-effective, requires creativity and careful consideration of what guests really want, says Morag Cuddeford Jones.

Comments

    Leave a comment

    Close

    Discover even more as a subscriber

    This article is available for subscribers only.

    Sign up now for your access-all-areas pass.

    Subscribers get unlimited access to unrivalled coverage of the biggest issues in marketing and world-renowned columnists, alongside carefully curated reports and briefings from Econsultancy. Find out more.

    If you are an existing print subscriber find out how you can get access here.

    Subscribe now

    Got a question?

    Contact us on +44 (0)20 7292 3703 or email customerservices@marketingweek.com

    If you are looking for our Jobs site, please click here

    Subscribers get unlimited access to unrivalled coverage of the biggest issues in marketing and world-renowned columnists, alongside carefully curated reports and briefings from Econsultancy. Find out more.

    If you are an existing print subscriber find out how you can get access here.

    Subscribe now