Chicco® NaturalFit® Encourages New Moms to #NeverStopGrowing
Campaign supports moms as they balance expectations and realities of modern motherhood.
New Chicco NaturalFit® bottle-feeding lineup alleviates common stressor for new moms.
LANCASTER, Pa., Sept. 26, 2016 /PRNewswire/ -- Artsana USA, Inc., maker of the Chicco brand products, a multi-category baby brand, today launched #NeverStopGrowing, a new campaign celebrating and supporting new moms around the world as they navigate the balance between their own expectations and the realities of modern motherhood. The campaign comes as Chicco introduces its clinically tested NaturalFit® bottle-feeding collection, and reflects the vital and universal truth that many moms feel overwhelmed and underachieving, even when they are achieving so much.
"In our research with new and expectant moms, we saw the emotional tug of war when motherhood begins: Mom is performing many new roles, but she doesn't believe she is performing any role as well as she would like," said Brenda Liistro, General Manager of Feeding & Care for Chicco in the US. "That is simply not the case. At Chicco, we're dedicated to giving Mom the empowerment and flexibility she needs to be a parent, a spouse, a sister, a friend, a colleague – however she defines her life. We are proud to stand with new moms to celebrate their accomplishments and remind them of all the support surrounding them and their baby."
Brought to life in an inspiring, just-released video here, #NeverStopGrowing sets out to show moms everywhere they are doing a much better job than they give themselves credit for, through the eyes of a new mother as she returns to work. When her company asks for a return-to-work performance evaluation, Mom turns into her own toughest critic. But when the tables turn and she experiences the praise, awe and gratitude coming from those touching all aspects of her life – even her baby – Mom's perspective changes. She sees, feels and understands the monumental job she's doing in her roles as a mother, daughter, sister, friend, wife and more. See the surprise unfold here.
"The new mother's tearful reaction to her surprise evaluation underscores the power of validation," said Liistro. "Regardless of whether you are a working mom, a work-from-home mom or a stay-at-home-mom (or something in between), the feelings of new motherhood are universal. Chicco hopes the #NeverStopGrowing campaign will provide everyone who knows a new mom a glimpse into her reality and inspire them to be supportive, understanding and uplifting."
For many new moms, feeding their child can be a great source of both solace and stress. To make feeding easier than ever, Chicco developed and has launched, alongside the #NeverStopGrowing campaign, a line of NaturalFit® bottles that bio-mimic breastfeeding. In a 2016 independent home-use study with babies from birth to three months old, 96 percent accepted the new bottle immediately*. And with the bottle's new nipples with skin like texture for a familiar feel and secure latch, 95 percent of mothers agree that babies switched easily between breast and bottle*. The study also revealed 98 percent of moms said they would recommend them*. With its re-entry to the infant feeding market, Chicco is on a mission to alleviate the stress Mom feels at feeding time, reinforcing her confidence in her abilities and reminding her to #NeverStopGrowing.
As part of the #NeverStopGrowing campaign, Chicco encourages everyone to share this message of support, validation and love with new moms (and dads) using the #NeverStopGrowing campaign hashtag. #NeverStopGrowing is an integrated campaign created and executed by Chicco USA's agency partners, MullenLowe and MediaHub, featuring the documentary-style video and supported by media, social and influencer partnerships.
For more information on Chicco NaturalFit® products, please visit our website. You can also follow Chicco USA on Twitter, Facebook and Instagram. Chicco NaturalFit® products are available in store at Babies "R" Us and buybuyBaby, and Target and Amazon dot com.
ABOUT CHICCO Products and Artsana, USA
Artsana Group, maker of Chicco Products, is a leading European company with global headquarters in Como, Italy. Chicco is the only multi-specialist baby brand in the world, providing babies from birth to 36 months with all the products they need to grow, covering the toys, fashion, gear, nursing and baby care categories. It was founded in 1958, with a baby bottle being the first product launched. Today Artsana Group is one of Italy's leading multinational groups with 21 subsidiaries throughout the world. For more information, please visit ChiccoUSA.com.
*2016 Independent Home-Use Study: 0-3 month babies
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SOURCE Chicco USA
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