Getting to the heart of parenthood.
Carter’s clothing has been trusted by moms for more than 100 years — it’s the first brand many babies wear on their way home from the hospital. Still, Carter’s faced competition in an increasingly price and promotion-driven category. They turned to Swift to develop a new brand platform that could forge a more emotional bond, one that lasted beyond the crib and well into childhood.
The result: “With You From the Start,” a platform that celebrates the mindset of young mothers as they navigate their child’s big and small milestones along the way. To bring it to life, we engaged dozens of real families and captured their day-to-day activities in Carter’s clothing: first swaddles, solid foods, and sleepovers. These moments served as the foundation for an integrated campaign that featured anthem spots, digital content, and experiential activations — and provided an authenticity that differentiates Carter’s from their competitors.