Babies R Us is responding to Millennial parents’ desire for “honest,” “raw” messaging with their biggest rebrand ever. There’s been “backlash” to portrayals of “perfect” parenting, so they’re changing everything from their tagline to their app, with a marketing push that shows more realistic family situations, in a humorous way. The brand found that 82% of parents felt overwhelmed when their baby first came home, 63% feel they’ve messed up as a parent, and they want their reality reflected back at them. The digital-first “Be Prepared-ish” campaign leverages influencers like Daphne Oz and the hashtag #iwasntpreparedfor to spark a conversation. (Business Insider, Adweek)
