Kroger Launches Branded Baby Web Site for Moms

SHARE:

Email

Print

LinkedIn

Facebook

Twitter

July 14, 2011

Pampers and Huggies, move over! Kroger just launched a new web site tied to its Comforts private label baby line to helped busy moms access information and exchange ideas online.

Author and freelance writer Paul Andruss, -- whose work has appeared in Parents and Women’s Day, to name a few, and is a mother of three herself -- is the site’s “chief comforts mom.” In her role she will help shape the sites editorial content, write original articles and provide insights on her experiences as a busy mom.

A section of the web site will focus on products, enabling moms to rate and provide feedback on baby care products. “Mothers find authentic reviews extraordinarily valuable when choosing products for their children,” Andruss said.

Of course, the site offers plenty of information about Kroger’s Comforts line and products as well as digital coupons. And by clicking on “Like” on the web site’s Facebook page, moms can participate n a variety of contests, sweepstakes and promotions.

“Kroger’s focus on the baby care category and its own brand is a strategic choice and shows the commitment to innovation and new marketing vehicles,” said Noel Fonseca, Comforts brand manager. “The launch of ComfortsForBaby.com effectively harnesses our years of experience in this category to better serve the needs of our customers. Our goal is that busy, experienced moms will think of us first and foremost for their children’s needs, and ComfortsForBaby.com, complimented by Facebook and Twitter, will be valuable resources for reinforcing this brand position.”

ComfortsForBaby.com is available in English and Spanish, with the later designed specifically to engage the Latina mother.

Guided by a whimsical cartoon firefly named “Flicker,” the web site features original content from and for mothers. Site visitors can find details about the nutritional content of baby foods, the hygienic nature of soaps and shampoos and the safety built into such baby accessories as sippy cups, teethers and pacifiers. There also is a special section about Comforts Touch of Nature diapers, a more environmentally friendly brand of disposable diapers.

SBD Views: This launch demonstrates further store brands innovation by Kroger on two fronts: Product development in a category previously considered difficult for store brands to penetrate, and in consumer marketing where it is using digital and social media to level the playing with CPG's. This is exactly the kind of store brands innovation led by a former CPG brand manager (Noel Fonseca is ex. P&G) that will be discussed next week at the Store Brands Decisions Innovation & Marketing Summit. -- John Failla for Store Brands Decisions

Read These Related Articles:

• Store Brands Social Media Marketing Expected to Soar
• Sainsbury's Entire Baby Feeding Line is Now BPA Free
• Family Dollar to Focus on Store Brands Growth in 2011
• Walgreens Launches Private Label BORBA Skin Care Collection
• Hannaford Engages Moms in Social Media Conversations, Introduces Home 360

Most Read

Guest Columns

Grocery Aisle Innovation Key to Retailer and Consumer Cost Savings

Retailers are redesigning the aisle, appealing to environmentally friendly consumers and capitalizing on market trends to make their private label brands more competitive.

Source: Tetra Pak Inc.

How to Develop a Private Label Expression Aligned with Retail Brand Strategy

By creating private label as a marketing tool rather than just a price alternative, retailers gain the opportunity to tell a complete brand story while simultaneously boosting customer loyalty.

Source: CBX

Using the Store Banner to Endorse Private Label Architecture

Although the economic downturn accelerated private label growth in Europe, there was another key driver -- retailers started to brand their stores.

Source: IPLC

See All Guest Columns »

Press Releases