Hasta La Creative!

Gerber wants parents to know it’s come a long way, baby.

The 89-year-old brand, which has been losing share to upstart brands, is unveiling an overhaul of its packaging, advertising, flavors, and personalized parental advice. There’s also a new tagline, “Anything for Baby” and a focus on not-the-usual flavors, like acai and kale.

Gerber has even updated its logo for the first time since 2006, but that shift is a lot more subtle, as Gerber tries to strike the right balance between its brand heritage and its more modern cues. So for its updated look, Gerber went back to its original Gerber baby sketch from 1928. Now, the baby’s head pops out of a blue circle.

Continue reading at AdAge.com