SOURCE: Full Contact

Full Contact

May 15, 2013 13:05 ET

Full Contact Gets Real Through 'Feeding Without the Drama' Campaign for Tommee Tippee

Experience Wins Full Contact AOR for Tommee Tippee North America Business

BOSTON, MA--(Marketwired - May 15, 2013) - Kicking off in spring 2013, Full Contact's "Feeding Without the Drama" campaign for Tommee Tippee aims to capture the realities of parenthood. The integrated brand campaign is the first project for the two companies since Tommee Tippee named Full Contact its Agency of Record in North America. 

  • Tommee Tippee named the Boston-based advertising agency its agency of record for North America. Full Contact will develop and execute the print, video and digital creative for the brand's core Closer to Nature® and the Closer to Nature® Added Comfort lines. Tommee Tippee formerly worked with Mullen.

  • It was clear to Tommee Tippee that Full Contact knows its target audience. The baby product manufacturer selected Full Contact based on its experience working with similar, market-leading brands, including Stride Rite and Safety 1st.

  • Babies won't take to just any bottle. According to a market research study, 90 percent of moms agree that Tommee Tippee bottles make it easy to switch back and forth between bottle-feeding and breastfeeding. The campaign, "Feeding Without the Drama," stands apart from the always warm and cheerful media perception of parenthood. Showing the common struggles associated with feeding, the campaign touches on real-life experiences and scenes that moms, dads and caregivers know all too well.

  • "The parenting media doesn't always like to highlight less-than-happy babies, and more importantly, frustrated parents. We however saw this as a great opportunity to set the Tommee Tippee brand apart and portray the whole issue of feeding your baby in a more light-hearted and authentic way; a way that today's mom can absolutely relate to and appreciate," said Marty Donohue, Co-Founder, Full Contact. "The campaign highlights a more genuine feeding experience that parents and caretakers are all too familiar with several times a day, and in the middle of the night."

  • "Full Contact isn't afraid to go against the norm, developing provocative, attention grabbing, market-moving creative that is approachable; it's why we wanted to work with them. We didn't set out to paint a perfect picture, we wanted to show parents that we get it -- it isn't always easy," said Erica Mallett Head of Marketing Communications North America, Tommee Tippee. "Our bottles help alleviate the pains that may come with adding a bottle to a breastfeeding routine, as well as the transitioning baby from breast to bottle. Hopefully we ease the drama of parenthood, at least a little."

Full Contact specializes in creating Brands to The Fullest through award-winning campaigns that deepen the engagement for its clients. Founded in 2006, the Boston-based advertising agency covers every touch point there is between brand and consumer: digital, social, mobile, broadcast, promotions, inside the box, outside the box, even designing the box. Current clients include Cumberland Farms, Stride Rite, Arbella Insurance, Dorel Juvenile Group, and Mayborn. For more information on Full Contact's brand strategy and advertising programs, visit and find Full Contact on Facebook and Vimeo.

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