TodoBebe had originally scheduled the first drop of its ADVO Shopwise mailing for early May in honor of Mother's Day (see “TodoBebé launches its first editorial product via direct mail,” page 1, Portada® No. 13, January 2005).
The August mailing will coincide with TodoBebé Baby Fairs held at Wal-Mart stores across the country. TV network Telemundo will promote the baby fairs. The multimedia parenting content provider has also secured Wal-Mart as one of the advertisers in its shared mail piece.
TodoBebe Direct, a six-page billingual publication produced by Todo Bebe's in-house content team, will be inserted in ADVO's ShopWise wrap and mailed to 6.7 million househlds in the top 25 Hispanic DMA's.
The 2005 campaign will include seven drops in neighbourhoods that are at least 50% Hispanic. The initiative marks TodoBebe's first foray into print media.


Portada Staff

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