The Pacific Brands-owned label will launch an online campaign called 'the mum diaries' on its Bumps & Baby Facebook page on May 22. The campaign will involve five pairs of mums testing Bonds Newbies product on their babies. While Bonds first launched the Newbies range six months ago, it has just added tees and pants to the original line of onesies and is looking for feedback on the evolving range. Sizes in the Newbies product range from 00000 to 1 and retail price points include $15.95 for tees and $26.95 for coveralls.
As part of the 'mum diaries', each mother will be given a range of Newbies onesies, pants and tees to try for one week and are to keep a diary and photos during the seven days. Each mother's records will then be loaded onto the Bumps & Baby Facebook page throughout May and June, with the mums encouraged to engage in discussion with the Bonds Bumps & Baby page's 90,000 Facebook fans. This latest competition comes on the back of the Bonds Baby Search 2011, conducted via Facebook in February. The competition was conducted to find 10 babies to be the face of Bonds advertising campaigns. Although the Bonds Baby Search has been under way for a number of years, this was the first year the competition included a People's Choice voting component. The competition attracted negative attention after a select number of Facebook users posted offensive comments about some of the 52,000 babies entered in the competition. The comments were condemned and removed by Bonds. Erin O'Loughlin
