Aquafresh taps Paw Patrol to gamify brushing habits

Baby Buzz

Here's what's happening this week in the world of baby care marketing:
- NAD curbs Kendamil claims; packaging and copy must change.
- Fan-fueled ambassadorship converts hype into same-day sales.
- Aquafresh taps Paw Patrol to gamify brushing habits.

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📌WEEKLY MUST-KNOWS

ADVERTISING COMPLIANCE
NAD Finds Certain Claims for Kendamil Infant Formulas Supported; Recommends Others be Modified or Discontinued

The National Advertising Division told Kendal Nutricare to discontinue the “FDA Approved” packaging claim and to modify or drop unsupported “clean” and comparative additive claims, while finding support for certain “natural” and MFGM-related messages. This is a clear signal that infant-nutrition copy, packaging, and social posts face heightened scrutiny. Infant formula marketers, legal, and performance teams should audit claims across paid, organic, and PDPs to avoid challenges and rework.

INFLUENCER MARKETING
Lu Zhuo And Zhuo Yuan’s Babycare Ambassadorship Triggers Viral Fan Buzz And A Sales Surge

Babycare named entertainers Lu Zhuo and Zhuo Yuan as ambassadors for its “cotton soft living” line, sparking a Weibo trend and synchronized purchase push tied to a launch window. The move targets China’s fan economy to expand beyond core parent segments and convert social heat into real-time sales. Brands operating in social commerce can replicate the playbook: idol fit, timed CTAs, and community amplification.

PRODUCT LAUNCH
Aquafresh Paw Patrol Range Targets Ages 0-8

Haleon’s Aquafresh partnered with Paw Patrol on age-specific toothpastes and a toothbrush designed by dental experts to make kids’ oral care more engaging. Entertainment IP is being used to drive daily habit formation and caregiver compliance. Licensing and co-branded SKUs remain a scalable tactic for baby and toddler categories seeking higher adherence and repeat purchase.

⚡QUICK READS

Toniebox 2 Targets Ages 1 And Up: Lowering the entry age expands TAM and shifts creative toward toddler routines and COPPA-safe engagement; align PDP copy, safety claims, and retail media ahead of holiday spikes.(More)

Mead Johnson Nutrition Celebrates 120 Years Of Innovation: Policymakers marked the milestone at the Evansville plant, reinforcing the optics of domestic infant-nutrition manufacturing amid ongoing safety and resilience scrutiny.(More)

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