BUBS On Shelf - General Pics & Write Ups, page-745

Myers versus Bubs. I think Jen serves a very different purpose for Bubs than she did for Myers. For Myers, she didn’t have a huge impact, the reason being they did not need to hire her to instigate trust in consumers. Consumers already had huge trust shopping at Myers. Secondly, Myers serves a large demographic, from baby clothes to granny clothes, plus all their other cook wear etc. Jens potency therefore, given she only really appeals to young girls in her age group and only in the fashion line, was never going to influence sales across all of the Myers product line. For Bubs it is different. Bubs needs to establish trust for their Brand to head north. And with her status in Australia, even if you aren’t a fan of Jen, she will build trust for the Brand. Trust is absolutely crucial for sales of infant formula, vitamins etc. Most shoppers don’t have a lot of information about what is the best formula, all the labels looks compelling. But with Jen in the background, it helps you to choose Bubs without having to do any work, and you only do that because you associate trust with her.