Design Strategy - Focus Group - Campaign Ideation - Campaign Communication - Storytelling - Concept Development - Key Visual Development - Copywriting - Graphic Design - Brand Guidelines - Adaptation Design - Shopper & Retail Activation - POS Material - E-commerce Tools - Social Media Content - Brochure & Catalogue Development - Sales & Promo Material - Photography - Artwork
Client: Nutricia
Brand: APTAMIL
Project: Each Baby is Different
Nutrilon / Aptamil is a global premium, high quality brand, known to be based on science and research. The brand is trusted and recommended by HCPs such as pediatricians, general practitioners, neonatologists and pharmacists.
For over 40 years Nutrilon / Aptamil has been pioneering research into infant nutrition, and remains dedicated to ongoing research, supporting babies and toddlers. Their pioneering discoveries have led them to develop a range of nutritionally tailored formulas for special baby needs.
We were asked to develop a strong campaign idea and supporting materials that could be utilised across all markets of Nutricia Export. The campaign messaging should focus on 3 primary areas of formula milk that had been tailored to suit the needs of Allergy, Gastrointestinal Disorders and Premature Low Weight infants.
The campaign would have to seamlessly be brought to life across all materials needed by professionals within the HCP sector, but also be adaptable to reach mums and dads at shelf and in-store.
Goal: Develop a strong Nutricia Tailored Nutrition campaign and deliverables for HCP, Consumer & POS.
Objective: Strengthen positioning of Nutricia’s expertise and superiority in Tailored Nutrition feeding solutions for babies with specials needs.
Communication objective:
HCP
- Increase awareness of tailored nutrition feeding solutions to solve baby’s health issues.
- Emphasize on the expertise and superiority of the TN range.
- Highlight the full range of tailored solutions.
- Inform and educate on the product superiority per cluster.
Consumer
- Educate & inform consumers of the possible feeding solutions to solve baby health issues.
- Communicate Nutricia as the partner along the 1000 days.
- Inform and educate on the baby health issues per cluster.
- Connect parents to HCPs ensuring the right solution for the health issues of their child
Endorser:
Nutricia pioneering infant nutrition since 1896 works with parents and healthcare professionals to improve the quality of children’s diet and promote early life nutrition through products, advice and support.
Our focus group revealed that parents with little ones that have a special dietary need often felt that they were possibly doing something wrong or could even be to blame for their little one’s allergy, upset tummy or low weight. Mums were also worried about judgement from other mums or family members, who seemed unable to understand why their little one had a different dietary need.
In fact, there is no need to make a big deal out of things because there isn’t really anything to worry about. Each baby is Different and that is normal! We all accept that people are different and this is something that most of us intuitively understand. So why would we think that little ones are all the same?
Our winning campaign idea was a huge success with parents who said that it made them feel at ease and helped them understand / explain the situation of their little one’s dietary needs to others in a positive manner. Providing everyone with a simple explanation, rooted in the obvious differences in children; be it their dietary needs, their likes and dislikes or ability to learn new things. Each Baby is Different.
Our campaign was rolled out across 118 different materials in 3 continents of the world. Everything was produced in 21 languages and adapted to regional specific needs to be as relatable and relevant as possible, both for HCPs and new parents. Materials were crafted for marketing collateral, including online apps, POS material and conferences / events alike. A massive team collaboration working together with local and regional marketeers alike as well as Nutricia’s own scientists and R&D Teams.
