Up until now, powdered milk brand Nido is primarily known among Latino moms for helping children transition from drinking formula or breast milk to regular milk. But with the boom in Hispanics living in the U.S., the Nestlé-owned brand is making a bigger push to target bicultural moms.
"In the past, we've had a strong hold in the unacculturated mom who has that heritage and understands the brand," said Priscila Stanton, Nido's marketing manager. "But as we look at the growing Hispanic population and the opportunity within the bicultural segment, we felt that we needed to either reminder or reintroduce the brand and the benefits to this bicultural mom."
Today, Nido and the online parenting site BabyCenter launch a new campaign targeting both sets of moms in different ways.
On BabyCenter U.S., the brand is sponsoring editorial content within a section of the site where Hispanic moms find health, nutrition and culture resources. Examples of articles include "Raising an English-Spanish bilingual child when you don't speak Spanish" and "A healthy pregnancy diet, Latino style."
Meanwhile, Nido is working with bloggers to bring in some third-party expertise. Three Latina writers—Danielly Lara de Acevedo, Mayra Elisa Buitrón and Victoria Infante—and nutritionist Emily Dauer will crank out food-related articles for BabyCenter Espanol on topics like healthy eating tips for children ages 1 to 3.
The campaign runs through November and includes preroll ads, native promos and mobile ads. There's also an email component to the campaign that sends different messages to parents depending on the age of their kids.
"We know from a lot of research we do that Hispanic moms, particularly Spanish speaking moms in the U.S. are more likely to pay attention to ads that are relevant to their child's ages," said Julie Michaelson, head of global sales at BabyCenter.