Editor’s Note: For the launch of its new nipple shield product, Munchkin is activating a 360-marketing campaign across CTV, out-of-home, major retailers and social. Chief Marketer Network publication Multichannel Marketer sat down with the brand’s recent VP of Marketing to discuss the challenges of creative approvals, why it’s using OOH for the first time, why a video-first marketing strategy is key, and much more. Below is an excerpt of the piece; go here to read the full story.

—

Baby products brand Munchkin may have an uphill battle getting approval for the creative for its new patented nipple shield. The just-launched product took a decade to develop and is best understood with a video, said Kristin Pagano, GM of infant nutrition. The former VP of marketing at Munchkin discusses the details of its marketing campaign for the new product.

Baby products brand Munchkin is debuting a first-of-its kind nipple shield with a robust marketing campaign which aims to deliver 150 million impressions to its target audience in the first six months.

The campaign launches March 17 and is Munchkin’s first-ever, out-of-home campaign, said Kristin Pagano, general manager of infant nutrition, and the brand’s previous vice president of marketing.

The product, called the Flow Nipple Shield+, is a product moms can use while breastfeeding. Munchkin has been developing the patented product for the past 10 years and is selling it for $39.99 at Target, Walmart and Munchkin.com.

The Flow Nipple Shield+, which Pagano refers to as “Flow” works like a traditional nipple shield, in which it helps infants latch on to the breast and can ease pain for moms. What’s new is that it contains a tube so women can see the milk coming out of their breast and into the baby’s mouth, unlike traditional shields where moms cannot visually see the milk transfer. Many women struggle during breastfeeding to know if the baby is receiving milk, so this product aims to solve that problem.

Video ads are a key element to marketing flow, Pagano said, as it’s difficult to describe the product with just imagery. But this poses challenges as well. Pagano sat down with Multichannel Marketer to discuss the marketing plan, its challenges and Munchkin’s goals for this innovative product.

MM: Tell me about the marketing strategy for Munchkin’s new product.

Pagano: To take a step back from a marketing strategy perspective, we’re really designing a new category and a new category therefore takes a lot of education. So we’ve really designed a 360-degree marketing campaign to ensure that all prenatal moms are aware of our product, because it is different. That, ‘seeing is believing’ component is important. And so it’s a video-first campaign, which is a little bit different for us. And we’re delivering over 150 million impressions against our target audience in the first six months of our campaign.

The kickoff is really going to be on March 17 in an out-of-home campaign. This is the first out-of-home campaign Munchkin has ever done in our 33 year history, so we’re really excited. And it will be in key markets like New York and Nashville.

To read the full article, head over to Multichannel Marketer.