For almost a century, the Gerber® logo has been the symbol of a happy baby. The ideal baby. Parents all over the world wonder, “How can my baby be the next Gerber® baby?” As a leading provider of baby food and trusted household brand, Gerber® believes that all babies, no matter their gender, race or background, deserve to be celebrated. Each year, Gerber® combs through hundreds of thousands of submissions for the Gerber® Baby Photo Search to select the new annual “face” for the iconic brand on its social media channels. In 2018, Gerber® took a step forward for all babies – by choosing Lucas, a baby with Down syndrome, to represent the brand. A decision that sparked an important and global dialogue about inclusion.
First, Gerber® selected Lucas as the 2018 Gerber® baby, then they turned the mic over to Lucas’ mom, Cortney. Cortney’s courage to share her son with the world launched an inspirational platform for parents everywhere. Lucas would soon become a smiling symbol of acceptance around the globe – and the most adorable ambassador for the brand. To introduce Lucas as the 2018 Gerber baby, we used a social-by-design media strategy and secured an exclusive segment on TODAY due to its reach and credibility. Media coverage of the brand’s historic reveal peaked for three consecutive days, surpassing the average volume of headlines around the annual announcement by 600%. Now Lucas, like Gerber®, was a household name.
How we did it
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