Content to Commerce » Mom~Entum 2010-07-15 09:40:08









Welcome to Parenthood. Let the real labor begin.” P&G Pampers, along with Beechnut and Abbott’s Similac brands has just launched a new online series of webisodes all about parenting. It’s all about the real lives of three families: The Favela, Barston and the Smolinski families.

Each video begins with a branded message from “Welcome to Parenthood” and the brands supporting the program. Each topic is about six minutes featuring different subjects like mother/daughter relationships, potty training to baby proofing. They are professionally produced–not used–generated and each end with a commercial for a product whether it’s Beechnut or Pampers. Additional content/video advice is also on the site from Mommycast.

Also promoted on the “Welcome to Parenthood” site are links to the partner brands initiatives. First the free Similac Strong Moms program: offers–up to $329, deals, samples, community advice, weekly guides and updates on your baby’s development. Beech-Nut offers a free starter kit for cereal and baby food and the opportunity to receive monthly coupons as a part of their program.

Through Facebook, Moms can enter their own child’s story for a chance to win a year’s supply of diapers. Each month, P&G poses a topic and Mom gets the chance to win a $100 Visa Gift card or the grand prize of diapers.

It’s admirable that so many brands are collaborating on providing Moms with valuable information.

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