US Creative Work of the Week: Tommee Tippee asks moms to donate their old bottles to baby zoo animals
Last year, Tommee Tippee took a stand against unsolicited parenting advice by turning baby books & articles into wipes for parents to clean their baby’s butt with. This year, the brand is back with another clever campaign that asks mothers to donate their old baby bottles to newborn zoo animals since Tommee Tipee’s Ultra Bottle is “the only bottle you’ll ever need.”
Created by McCann New York, the campaign – called ‘The Cutest Cause’ – was inspired by the cheetah cubs who lost their mom shortly after they were born at the Cincinnati Zoo earlier this year. At select Babies ‘R Us stores across the US, parents who purchase an Ultra Bottle will receive a prepaid shipping label in their packaging addressed to the Cincinnati Zoo nursery, which they can use to ship their bottle donations. On The Cutest Cause’s website, parents are prompted to donate their old bottles to either the Cincinnati Zoo or the Lion Country Safari in Florida.
“There is something undeniably magnetic about baby animals, with their tiny paws, and furry little tummies, and we liked leaning into the insight that a lot of people might even find them cuter than human babies,” said Lizzie Wilson, art director at McCann New York, in a statement. “We also really like the idea that parents across the country could give their old baby bottles a second life by simply mailing them off to the Cutest Cause in history.”
In a one-minute video, viewers are introduced to the orphaned cheetahs as well as others like Bruce the baby panda and Stewart the baby koala.
“They don’t need anything as fabulous as the Ultra Bottle,” says the young woman in the video. “Just an ordinary old bottle. Like maybe the one your baby is using right now.”
The Cutest Cause is part of Tommee Tippee’s ongoing #ParentOn campaign, which was launched last year to help build the UK-based brand’s presence in the US.
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