TITLE

Mead Johnson finds winning formula for reaching moms

AUTHOR(S)
Krol, Carol
PUB. DATE
April 1999
SOURCE
Advertising Age;4/26/1999, Vol. 70 Issue 18, p25
SOURCE TYPE
Trade Publication
DOC. TYPE
Case Study
ABSTRACT
This article cites the success of Mead Johnson Nutritionals' Enfamil Family Beginnings Program, a direct mail effort aimed at expectant and new mothers in the U.S. The program of the company had helped elevate a No. 2 brand to No. 1 in its category over the past three years. Mead Johnson notes there are 4 million to 5 million households with expectant or new mothers, out of about 110 million households total in the U.S. A series of mailings from WPP Group's RTC Direct to about 1 million potential customers annually begins with a congratulatory note from Enfamil to the expectant mother. The note, like all subsequent mailings, contains a specific response device such as a questionnaire. The mailings also include a sample of Enfamil timed to the mother's expected due date. Mailings, which are rich with information about the infant nutrition and health, begin during a pregnant woman's second trimester and continue until the child is 10 1/2 months old. Contact with consumers varies but can be anywhere from five to 15 separate mailings.
ACCESSION #
1850337

 

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