BEAUTY CARE

ALDI has a special delivery for parents

BY Gina Acosta

BATAVIA, Ill. — ALDI is pulling out all the stops to appeal to parents by launching its first multi-category line of baby products nationwide next week.

The new line, called Little Journey, features baby changing and feeding essentials, including organic puree pouches in a dozen varieties and personal care products. And in honor of Little Journey supporting parents and little ones alike, ALDI also pledged more than $350,000 in the form of funds and baby changing essentials to the March of Dimes' Give them tomorrow Campaign and Feeding America.

"With the introduction of Little Journey, we're thrilled to now provide parents with an easier, more affordable way to shop for quality baby essentials," said Liz Ruggles, director of marketing, ALDI, and a mom. "Additionally, through our work with March of Dimes and Feeding America, we're excited to be able to give back to our communities and further support parents and babies around the country."

ALDI says Little Journey is another way the retailer is evolving to meet the varying needs of ALDI shoppers – and their growing families. 

Starting this month, ALDI will be stocking its shelves with affordably priced, quality Little Journey diapers, snacks and wipes to help keep babies (and their parents' wallets) happy. Many products in the line awarded the prestigious Parent Tested Parent Approved Seal of Approval.

Products include:

  • Cozy Changes: Little Journey's award-winning changing essentials have children and parents covered with gentle cleansing wipes, diapers in six sizes for growing little ones and training pants for on-the-go toddlers. 
  • Friendly Feedings: ALDI understands every child's feeding journey is unique. To help, the Little Journey range of powder formulas features four infant formulas, including sensitive and soy-based, as well as one toddler formula to give tiny tummies the expert-recommended nutrition they need. 
  • Sensible Snacking: As your child grows, so does Little Journey. The line's award-winning infant-to-toddler snacks are easy for little ones to chew and just the right size for little fingers to manage. Clearly labeled for every stage of a child's development and with products including organic puree pouches, baked whole grain corn snacks, Yogurt Bites and more, Little Journey snacks are tasty treats little ones will love, made from ingredients parents will feel good about. 

This month, ALDI kicks off a multifaceted marketing campaign featuring TV spots, radio commercials, online banner ads and a mobile marketing tour. From August through November, Little Journey will hit the road with the Little Journey Little Ones Rest Stop, a mobile 'pop-up' changing and feeding station. The roaming rest stop will visit festivals, celebrations and events across the country to hand out product samples and provide a safe, clean place for event-going parents to change and feed little ones.
 

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WSJ: P&G to scale back targeted Facebook ads

BY Gina Acosta

Procter & Gamble is moving away from ads on Facebook that target specific consumers after concluding the practice is not really that effective. (Wall Street Journal)

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HRG, NovaGenesis skin care collaboration hits shelves

BY Michael Johnsen

WAUKESHA, Wis. – Hamacher Resource Group client NovaGenesis recently launched their Recovery Skin Relief portfolio, the culmination of a working relationship with HRG that started a year ago with a collaborative strategy session.

Based on what was learned and discussed during the session, HRG created and provided a roadmap to NovaGenesis to help them navigate the new product introductions of their three skin creams: Radiation Ultimate Soothing Cream, Diabetes Intense Hydrating Cream and Eczema Extreme Moisturizing Cream.

HRG provided strategic and creative direction and execution that resulted in a series of deliverables including new product names, advertisements and point-of-purchase materials.

“We were confident our creams met a consumer need and should be in retail pharmacy, but weren’t sure we had considered all the necessary steps in our go-to-market strategy," stated Martin Newman, COO NovaGenesis. "We approached the National Community Pharmacists Association for assistance, and they recommended Hamacher Resource Group.”

“It’s been a great collaboration with NovaGenesis. We followed the new product launch path of our Concept through Commercialization methodology, and the formal process made it easy to ensure we covered all the bases, in the order necessary," commented Dave Wendland, VP strategic relations.
 
“Hamacher opened our eyes to the steps necessary for a successful product line introduction," Newman said. "We relied on them heavily to reinvent our launch plan and develop product and support materials to help us educate and promote Recovery Skin Relief to all supply chain stakeholders.”

 

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