Carter’s is launching a campaign catered to young parents specifically for back-to-school.The “More Than Just Cute” campaign highlights the authentic moments that follow the ideal photo that happens after parents take the “perfect” shot of their kid, showing how new clothes become messy and worn. Carter’s Chief Marketing Officer Jeff Jenkins says the brand is aiming to illustrate “all the things that modern parenthood is about.” And for the first time in over five years, the brand is utilizing outdoor advertising to promote this campaign, targeting both the current trend of young people frequenting shopping malls and spending time outdoors. (Marketing Dive, Campaign US)
📊 YPulse data: 77% of Gen Z and Millennial parents plan to do back-to-school shopping this year
