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Munchkin's Project Pink

NEW YORK: Munchkin, the infant and toddler product company, hired Formula to promote its upcoming cause campaign, Project Pink, that encourages mothers to get a breast exam.

Project Pink will kick off at an event May 9 to 10, where celebrity moms and kids will decorate limited-edition pink ducks that will be auctioned off on eBay to benefit Susan G. Komen for the Cure.

The entire Project Pink campaign, which reminds mothers not to "duck a breast exam," will last until Breast Cancer Awareness Month in October.

Formula plans to use photographs of the celebrities decorating the pink ducks to reach out to the media. The agency will pitch long-lead publications for coverage to coincide with Breast Cancer Awareness Month.

This campaign is part of Formula and Munchkin's overall communications strategy "to form an emotional connection with modern moms," said Doug Gillespie, VP of marketing for Munchkin.

"As we mature as a company," he added, "we want a more umbrella approach" and to go beyond product-specific communications.

Formula was selected as the company's AOR in January for a low, six-figure deal. The firm previously worked for Munchkin's pet division, Bamboo.

Overall, Formula is charged with broadening Munchkin's brand awareness, launching a national and trade-media campaign, and raising the profile of its executives within the field of family and parenting.

Formula's work for Munchkin will include not only traditional media outreach, but also a "very aggressive online and blogger outreach," added Michael Olguin, president of Formula. "Moms are going online to the iVillages of the world to get their recommendations, suggestions, and ideas of what's hip."

After the May launch, Munchkin will reach out to the general public and invite them to buy the pink ducks, or send them to their friends, through

Formula dedicated six members of its staff to work on overall strategy for Munchkin, which already earned a mention of its Voice-Activated Crib Light by Cat Schwartz, a mommy blogger, on the February 26 edition of NBC's Today.

Manning Selvage & Lee, Munchkin's previous AOR, had worked with the company for more than two years, but "it was time to shake things up," explained Gillespie. 
MS&L and Formula were both part of a review after an informal RFP was issued, he noted.

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