Late last month, the company quietly began pressing its newest priority, Disney Baby, in 580 maternity hospitals in the United States. A representative visits a new mother and offers a free Disney Cuddly Bodysuit, a variation of the classic Onesie.
In bedside demonstrations, the bilingual representatives extol the product’s bells and whistles — extra soft! durable! better sizing! — and ask mothers to sign up for e-mail alerts from DisneyBaby.com. More than 200,000 bodysuits will be given away by May, when Amazon.com is set to begin selling 85 styles for a starting price of $9.99 for two; Nordstrom and Target will follow with more Disney Baby items, including hats.
Now, of course, many people and organizations would object to this, which would be understandable. The news article mentioned the debacle surrounding Baby Einstein, which I don't think is the same comparison because Baby Einstein is claiming something that is more difficult to quantify. A baby bodysuit is easier to judge if it is good or not.
The fine line here is to not step beyond what is tasteful into a campaign that is perceived to be too aggressive. You do that, and it will backfire really quickly, and then what's to become of your "brand" now?
Zz.
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