Challenge:

A product launch to inform and educate new and existing customers on the latest ingredient, 2’-FL, in Similac formula milk. Connect and educate the TAs through immersive
on-ground activations, and bring fun to the kids.

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Insights:

We created an online survey and sent to moms with kids under 6 years of age. Based on Based on  the findings, most consumers are motivated by positive feedback,
and recommendations from friends and product website in their purchase-decision making process.

Price is not a priority when it comes to their baby’s health and well-being. Most mothers are willing to spend more if a product is credible in terms of quality.

 

Moms are mostly the key buyers as many of them do their own grocery shopping.

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Idea: THE ARCADE OF LEARNING EVERYWHERE!

Moms tend to always worry about their babies, constantly fussing about their health. And thereby protecting them and keeping them from experiencing and learning things. But with Similac 2’-FL HMO, we tell them that they don’t need to. 2’-FL with Nucleotides helps develop immunity as well as overall development, every step of the way. So Moms never have to worry, but only enjoy seeing their little one grow healthy and learn without fear.

 

My Role:

Creative lead from ideation to execution + managing the team. Presented the pitch proposal and won the account. Once we won the account I was responsible for the on ground activation as well coming up with fun games and over seeing the build.