Letting Toddlers Speak For Themselves

Mott's was historically met with confusion and negative response when advertising their Mott's for Tots product to young moms. Our challenge in 2017 was to design a campaign that overcame the misconceptions and skepticism to communicate why Mott's for Tots is "toddler's first juice."

Our creative strategy was simple: let the toddlers speak for themselves. Because when the time is right for juice, they'll let you know. The campaign came to life through shirts with statements on them designed to connect with mom-culture and show toddler's excitment for juice.

The Huge Response from Moms

The immediate response was huge and unpredicted. Hundreds of moms immediately began flooding Mott's with comments and messages asking for the shirts featured. We quickly responded by printing hundreds of shirts and offering them to the parents who reached out.

From Negative to Positive Conversation

In 2016, Moms reacted negatively to the brand due to misconceptions that it is "just watered down juice", had high fructose corn syrup, or contained a lot of sugar. In 2017, the conversation was filled with love for the brand which led to clear communication of why Mott's is "toddler's first juice."