Cussons Baby Embraces Experiential Marketing -Evelyn Akpor

Cussons Baby has moved resolutely to mitigate infant mortality in Nigeria. In pursuit of this objective, the manufacturers of the baby care range of products have set a target of reaching 200000 mothers in at least 1000 medical facilities nationwide this year.

Cussons is campaigning through experiential marketing in collaboration with heath care managers at various facilities nationwide under the theme “Happy Baby, Reassured Mum.” Speaking on this, Roseline Abaraonye, the Brand Manager, Mother and Baby, Cussons Baby, told the magazine, that “the brand is bringing superior care into the lives of babies and their mothers.”

According to her, this is part of the company’s demonstration of corporate social responsibility. The campaign, which she disclosed, flagged off on September 7, 2009 in Lagos, is planned to hold in 400 medical facilities nationwide.

This phase of the campaign would dwell on hospital sampling, so as to educate mothers on how special and sensitive the baby’s skin is, and the precautions to be taken in protecting baby’s skin, preserving the lives of babies and making their mothers happy.

The company is hoping to take advantage of the experiential marketing effort to communicate the fact that natural ingredients like Vitamin E can deliver great results and should be used in quality baby products. Vitamin E provides superior miniaturization of baby’s skin and keeps it hydrated, according to Abaraonye.