If they can let enough women know that there is ONE ice cream that's better than the others for pregnant women, and the APA has agreed to recommend that ice cream, that's the point.
It's not about the APA drumming up business. company still has work to do. But if they're going to target this customer base, having the APA on their side will help with media, with credibility, and making it the choice for SOME/MANY of the 3M. again, it could be 1 or 2% and be a home run.
The success of this will largely rely on...wait for it....
social media
:-)
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