Carter’s and Venables Bell + Partners Launch 'Made for This' Campaign

Carter’s, America’s favourite baby brand for over 150 years, along with new agency partner Venables Bell + Partners, has just launched a new brand campaign which reminds parents and caregivers everywhere of their strength and resilience. Carter’s understands what it means to be a parent, and the Carter’s Made for This campaign celebrates parents’ inner strength, ability to rise to any challenges, fears, and doubts that inevitably surface during the earliest days with a newborn. 

“As the most trusted baby brand for generations, Carter’s is with parents from the start and along with them on their journey, from joyful milestones to challenging ones,” said Jeff Jenkins, EVP, global marketing, Carter’s Inc. “We want all parents to believe in themselves -- and the ‘‘Made for This’ campaign celebrates all that parents are doing for their little ones, turning an ordinary everyday moment into an emotional and inspiring one.” 

The first spot in the campaign, 'Voicemail from Mom,' gives viewers an intimate look at one of the most precious and daunting firsts for any mom or dad: bath time. We see a new mom conquer her nerves as she embarks on the sacred bathing ritual while a voicemail from her own mother plays over the scene. The voice message is exactly the empathetic validation that she needs. 

Carter’s and VB+P teamed up with production company Stink and director Eliot Rausch, who is known for crafting emotionally stirring and resonant narratives for both film and commercials. Additional spots in the Made for This campaign will roll out in the weeks ahead. 

“Today, more than ever, parents need reassurance,” said Matt Keats, group creative director at VB+P. "So having the opportunity to partner with Carter’s and speak to them in an authentic way and let them know that they are seen, is something that meant a lot to us. ‘Made For This’ is about acknowledging that parenting is really hard, but that’s also what makes it really worth it. And who hasn’t gotten that voicemail from Mom?” 

The new campaign launches in conjunction with the Carter’s Baby Love Event -- one of the brand’s biggest moments of the year -- and will run across social and OLV initially, with streaming audio, connected TV and more coming to life across the campaign.