Wellness Brand Revitalisation | Childhood Nutrition
Challenge: Consumers are presented with an ever expanding range of childhood nutrition products – eg growing up milks – deploying a mix of increasingly emotional-aspirational messaging combined with pseudo-scientific headline messaging. The client’s brand had been established for many years and research showed its brand image – if respected – was relatively underwhelming. The objective was to reach both unaware and apathetic HCPs and consumers with a balanced creative and evidence-based campaign.
Response: A comprehensive approach was taken to find a common message ground between physicians and consumers. Insights were validated in markets to understand drivers and barriers to uptake, positioning and benefit platforms were identified creative and messaging architecture were established for each audience.
Deliverables: Creative concepts, positioning statements, marketing collateral toolboxes for market deployment.
See the Slide Set below for more details…