| Company Name | VTech Electronics N.A. LLC |
| Project Name | V.Smile Baby Announcement |
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The newest product in the VTech educational toy lineup was aimed at their youngest young learners ever - infants. VTech has always balanced their marketing efforts between appealing to young children and speaking to their parents, but it was clear that this product needed to work differently. The announement of the VSmile baby needed to directly engage a brand new parent.
Our approach was to treat this product launch just as a family would react to the big news. Real Art's "We're Expecting" campaign introduced consumers to the product using birth announcements and sonograms of the V.Smile Baby, a VTech-branded cigar box with custom chocolate cigar rings, and hand-tied invitations. When the V.Smile Baby finally hit shelves, it landed in style.
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