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For new parents, the pressure to get everything right—picking the right diapers, the right stroller, the right car seat—can be overwhelming. Babies R Us wants parents to know that it can help with those difficult purchasing decisions, and that it’s OK not to be perfect.
Babies R Us has retooled its messaging with a new campaign from BBDO it hopes will attract millennial parents who said they want the brand to be more realistic and show what it’s actually like to be a parent, explained chief marketing officer Carla Hassan at a launch event Friday for the new work.
“Millennial parents, more than any other parent, were very vocal about us being real, us being honest and us being raw,” Hassan said.
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