Design Strategy - Campaign Ideation - Campaign Communication - Storytelling - Concept Development - Key Visual Development - Storyboarding - Copywriting - Animation - Graphic Design - Packaging Design - Brand Guidelines - POS Material - E-Commerce Tools B2B2C - Social Media Content - Brochure & Catalogue Development - Sales & Promo Materials
Client: Nutricia
Brand: Bebelac
Project: I Am Happy
We were asked to develop a new campaign to support our client’s regional and local brands across 3 regions of Nutricia Worldwide: LATAM, CIS and the Balkans. The campaign would need to be aimed to serve as a second wave of communication focusing on the brand’s PreciNutri formula and its functional benefits. Regional insights and learnings were also taken into account to create one campaign idea that could work for all regions.
Overall objectives would be to drive brand preference through an emotional connection with mums whilst emphasizing the functional benefits of the product.
Our target audience are lower income mums’ who feel very connected to their role as the care-taker of the family unit and respond to a warm and caring communication approach.
Creative campaign idea: “I AM”
Winning campaign communication:
Allows your little one to feel well inside* while nuturing her little personality.
*provides the relevant nutrients that support your baby’s well rounded development and growth.
Winning narrative by consumers:
I love it when my little one is happy and enjoys expressing herself. I know that for her to feel well on the outside, it is important for her to also feel well on the inside. That is why a well balanced nutrition is important.
With Bebelac, I am confident that my baby growns into a happy little individual, with her own unique personality.
In addition to the main campaign key visual, three supporting functional key visuals were created, each focusing on a different aspect of improving awareness of the functional benefit of the Preci Nutri formula, promoting vitamin D & Calcium for strength, Iron & Omega 3 for brain function and Prebiotics for a healthy gut.
We also created regional toolkits containing all comunication materials for both consumers and Health Care professionals.
Finally we launched an interactive consumer driven digital campaign to hear from all our mums’ and found out which moments in their children’s lives make them feel the most happy, strong and stimulated, supported by lots of engaging content and social media posts inspired by our mums’ insights and uploaded ‘I am Happy’ moments.
