MIAMI: Baby-care company NUK USA has hired H+K Strategies as its AOR.
The agency will launch an aggressive media campaign to promote the company's oral-development products. The effort will focus on NUK's core brands, including its pacifiers and orthodontic bottles.
“What's both challenging and interesting in positioning this brand is that most parents don't know pacifiers and bottle nipples will affect a child's future health,” said Cori Rice, president of Hill+Knowlton Strategies Miami.
H+K has a one-year contract for work with NUK. The account's budget is undisclosed.
Last year, NUK hired Coyne PR to position the company as a leader in developing products that promote healthy oral development. A Coyne representative declined to comment on the account.
The company changed agencies because of “H+K demonstrating to us a real ability to creatively approach the media both on- and off-line in an effective and cost-effective way,” said David Contract, director of marketing at NUK USA. “We felt we would have a better likelihood of success with a firm like H+K.”
He added that NUK has yet to do an effective job emphasizing the oral-healthcare benefits of its products to parents. The company's products include the Gerber Graduates feeding line.
Fifty-plus-year-old NUK has repackaged its products with new colors and looks. To promote the changes, H+K is planning outreach through both traditional and digital media.
“With the increase of mommy bloggers creating credible platforms, it helps to influence a much wider audience,” Rice said. The firm also plans to create press packets and look-books, as well as hold events.
To influence consumers' behavior, the firm is working with NUK's digital and advertising agencies as part of a 360-degree approach, said Rice. The company also collaborates with marketing and social media firm Revolution Digital and advertising shop Sigma Group.
“To reach the consumer, who is processing information in various ways, you have to have an integrated approach,” Rice added.