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 Whiteside Warc

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 infan

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