Bright Beginnings Breaks Multimedia Campaign

ATLANTA 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.