Hawkins Contract, page-6

This whole Jen Hawk thing is out of control... You either trust their marketing team or not! The vitriol surrounding the announcement has been astounding and lacked foresight.
Yes - there is a huge amount of Brand loyalty when it comes to Infant Nutrition. Trying to convert a mum to Bubs after months or years of another product is almost impossible. There needs to be more reason than just a product in a sea of products.
Grabbing new parents is where long term growth stems from. This is the thing - You could metaphorically count the number of new parents (18 - 40+yrs) that don’t know of Jen Hawkins on one hand! She appeals to a broad spectrum of Australia mum’s. She’s perceived a being beautiful, perfect life, appealing, yadda, yadda, yadda - got her shit together... as if she were Ms Universe or something. Whether you agree or not - she is marketing gold. A rare commodity. Someone new mums can follow into ‘battle.’
This is my experience (a 3 year old and a 4month old). As parents we never even looked at Bubs as an option. No reason too. Nothing poking us to say look over here. Just a product in an ocean of products. You put Jen as the centerpiece of your marketing strategy - Those mum’s groups will start to talk. I guarantee you you will get a high percentage of those curious/confused new parents that will at the very least be putting Bubs on the shortlist of nutrition options. Half the battle.
This Appointment wasn’t plucked out of thin air. She no doubt won this contract from god knows how many short listed ‘influencers’ because she IS influential to the Mum demographic. A marketing campaign using new and old media can be built around her and finally a bit of brand recognition. Something definitely lacking.
Whatever/however she is being payed is an astute investment that will pay dividends for this company in the future.
I get that many holders won’t see the value in this (especially after this weeks disappointment), but this is currency in the ‘mum world’. From my experience brand association to a ‘celebrity mum’ is an important part of the marketing puzzle. With so many options out there this could just be the poke parents have needed.
Now all they need to do is find the Chinese and Vietnamese Jen Hawk equivalent.
Happy to discuss, but please no Myer references. That is/was a dinosaur on its last legs, probably the retail equivalent of newspapers. No Bubs - that’s the complete opposite.