In an attempt to help prevent childhood obesity, juice maker Mott’s today (Wednesday) launched an effort to address the issue across My Gym Children’s Fitness Centers nationwide.
Mott’s will run yearlong health and wellness-themed advertising in the gyms, along with posters and “Mott’s for Tots” growth charts. My Gym Children’s Fitness Centers have 200 locations in the U.S. and offer physical education, sports and gymnastics classes for children.
The campaign aims to reach health-conscious moms in an environment where the message would be most relevant, said David Teichner, CEO of Channel M, which worked with Mott’s on the campaign. It’s about “taking two brands that have the same [focus] and putting them together in a very engaging and seamless way,” Teichner said. Channel M also worked with Mott’s lead agency, Initiative.
In addition to the ads, Mott’s is handing out juice samples to youngsters (ages 2 to 5) during workout sessions.
Mott’s spent $14 million on U.S. measured media last year (excluding online), per The Nielsen Co.