Shields to Pitch Infant Formula

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.

The Albert Co., a Carmel, Calif.-based talent and music broker, negotiated the contract with Shields, whose baby daughter, born in May, is not expected to appear in the ads. Sources placed the one-year deal in the low to mid-seven figures.

PBM tapped Interpublic Group’s The Martin Agency to craft the inaugural campaign, set to break in October. The Richmond, Va., shop was selected without a review based on its “success in building brands using iconic figures,” said Zakin, citing its use of Michael Jordan for Hanes. Media will be handled in-house.

National TV and print ads will position Bright Beginnings, which has nutrients found to help mental and visual development, as a lower-priced alternative to enriched versions of Similac and Enfamil. Zakin declined to specify a budget.

Last year, Similac and Enfamil spent about $7 million and $3 million on media, respectively, according to TNS Media Intelligence/CMR.