Gerber has been a trusted provider of safe, healthy baby food and formula for decades.

In late 2017, the brand took this considerable equity beyond the high-chair-and-booster-seat set when it unveiled Dotti, a 24/7 text-based hotline that lets moms and dads grab their connected devices and ask for expert advice on subjects like infant nutrition, lactation, and sleep.

“Dotti is our one-to-one baby specialist,” Claudia Ciciliano, director/consumer engagement at Nestlé Infant Nutrition – the owner of Gerber – told a New York audience at the 2018 Digital Marketing World Forum North America.

124863f01

Claudia Ciciliano, director/consumer engagement, Nestlé Infant Nutrition

Its impact has immediate and powerful. According to Ciciliano, “We truly are turning relationships into revenue, because this is all based on engagement. And we’re doing that by changing the way we interact with consumers.”