R/GA Unveils Web Resource for New Moms

NEW YORK R/GA has relaunched a Web site for Nestle USA Infant Nutrition aimed at expectant and new mothers.

The site (www.verybestbaby.com) offers tools, such as a pregnancy weight chart and immunization calendar, to help guide moms through their babies’ development from pregnancy through the first year of life.

It also lets moms personalize the Web site to display articles, online tools and advice specific to their stage of pregnancy or baby’s age. During week 36, for instance, the site will show an ultrasound of a six-pound baby and offer information on what to expect during that period in the third trimester, like “may be moving less frequently as it’s becoming more crowded in the uterus.” Moms can also register to receive customized e-mails.

Nestle aims to build brand loyalty for its Good Start Supreme infant formula line by giving added value to mothers through its Web presence, said Dawn Winchester, vp of client services at R/GA, a New York-based Interpublic Group interactive shop.

“Having a baby is one of the most transforming experiences a mother can have. There is really a need for a lot of information, need for reassurance and need to understand how to take back control of her life,” said Winchester, pointing to tips to assist the family in adjusting to the new baby and advice for new moms returning to work.

Offline marketing materials, such as print advertising and a direct mail series of stage-specific pregnancy and baby information booklets, carry the URL to drive people to the Web site. IPG’s McCann-Erickson in New York handles offline ads for Nestle USA Infant Nutrition.