Bye bye baby: How E*TRADE is moving on from an iconic campaign

This event report describes how E*TRADE, the financial services company, relaunched its brand in the US to target a narrower consumer group, using a campaign during 'March Madness' and increased digital adspend.

Bye bye baby: Why E*TRADE is moving on from an iconic campaign

Stephen WhitesideWarc

For six years, online stock broker E*TRADE built recognition of its brand through a series of TV spots starring an iconic spokesbaby.

Although an investment-savvy infant may initially have appeared to be an unlikely mascot for the company, it soon served an invaluable dual role: initially, by symbolising the fact its platform was so simple a child could master it when the industry was new and unfamiliar; and then by providing differentiation in a category that can seem highly remote from everyday consumers.

Since 2008,...

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