Expectant, New Mothers Seen as Receptive Market for Organic Milk
SAN FRANCISCO--Citron Haligman Bedecarrƒ Euro RSCG's first ads for Horizon Organic Milk are narrowly targeted at expectant and new mothers.
The $2-4 million campaign is the 7-year-old company's first national consumer ad effort. A series of print ads with a new tagline, "Pure from the beginning," broke last month in national parenting magazines. Developed by the San Francisco agency, the tag is "an ideal fit for our beliefs and image," said Cecilia Atkinson, Horizon's director of marketing.
"We wanted to reach consumers at a time when they were motivated to make a big shift in their behavior," said agency president Kirk Citron. Led by senior planner Marc Doshay, the agency concluded that women who are pregnant or have babies are among the consumers most concerned with health issues.
The women are "fearful of doing the wrong thing for the baby," and thus tend to be receptive to the advantages of organic products, said Citron.
Organic milk, which is produced using no antibiotics, pesticides or hormones, retails for about 50 percent more than regular milk.
Each of the ads shows a picture of a toddler's toy or shoes and lists the kinds of concerns parents face: "Au pair or day care? Time-outs? Is he gifted? What if he gets a dime stuck in his nose?"
The text presents organic milk as a solution to parental confusion. Using bright, primary colors, the ads include the product, logo and tagline.
The work is running in American Baby, Parenting, Healthy Kids and other magazines.
Horizon controls about two-thirds of the organic milk market and markets 68 other dairy and juice products, according to industry reports. The brand is available in about 25 percent of grocery stores across the nation, said company officials.
Separately, Citron landed the $10 million account for Women.com, San Mateo, Calif., after a review that included San Francisco agencies Young & Rubicam, Saatchi & Saatchi and DDB. The client manages a network of women-focused Web sites.