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New mom Brooke Shields, who started her endorsement career at 11 months as the Ivory Snow baby, has signed on as spokesperson for Bright Beginnings, a new line of baby formula from PBM Products.
The Gordonsville, Va., marketer also considered celebrity moms such as Sarah Jessica Parker and Kelly Ripa, but chose Shields, 38, because she has an “image that is thoughtful and intelligent” and appeals to younger as well as older moms, who “have grown up with Brooke,” said PBM evp Richard Zakin.
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