Learning the Language of Luxury

When one of the oldest, most well-known and well-regarded juvenile products companies wanted to tap into the trend-forward modern baby products market, Forty Weeks took them on a brave new journey. The mission: To teach Graco a vocabulary that included style, trends, celebrities and influential moms leading them to become fluent in the language of luxury. Forty Weeks constructed a plan that included pairing the juvenile-products giant with heavy hitters, including designer Cynthia Rowley and the Elizabeth Glaser Pediatric Aids Foundation. Rowley created an exclusive, limited-edition stroller that was the centerpiece of a party for influential mothers in New York, such as Parenting, Inc. author Pamela Paul and celebrity mom/actress Stephanie March. Media coverage for the stroller and the event was abundant, including hits in US Weekly, USA Today, and Celebrity Baby Blog (outside of their core media world). The successful gathering gave Graco a platform to contribute to an important philanthropic organization, while debuting exciting new designs well beyond their traditional, mass-produced offerings. Julia’s “Fashioning the Future” advertorial in In Style magazine and on instyle.com also helped establish Graco as a committed partner in the fight against AIDS with the Glaser foundation. Forty Weeks paved the way for Graco to speak to the sophisticated mother.