Danone’s MMp/Nutricia brand, Bebejunior is in its early life stages, and therefore has low both brand and category awareness in Iran market. Fortified powder milk that provides babies and infants with the nutrients they need in this crucial early stage of life, yet mothers in Iran have the assumption that cow milk is sufficient for the children’s nutrition.
Fortified powder milk that provides babies and infants with the nutrients they need in this crucial early stage of life, yet mothers in Iran have the assumption that cow milk is sufficient for the children’s nutrition.
Local legislation prohibits most activities and communication channels for the category; also the target audience has neither category nor brand awareness. Besides, the conversion from the sister product of Bebelac (0-2) to Bebejunior (2-6) was not efficient.
Working parents want to be certain that they make the right choices for their children’s diet. But the world of infant nutrition makes informed choices almost impossible: From different doctors’ advice to online forums, from parenting websites and magazines to the well-meaning suggestions of parents and relatives – there’s far too much information for any working parent to handle.
As a result, parents struggle to feel certain about their decisions and often end up going with traditional infant food such as cow milk. Because they’re bombarded with often conflicting information, the familiar and time-tested looks like the safest choice to make.
Four Mind Creative Solution
We reorganized the communication logic and touchpoints to match the audience’s need for clarity and simple, compelling information. Sampling and trials were conducted in pharmacies and kindergartens, Health Care Practitioners distributed information, and social media became a primary communication channel.
For each touchpoint, the delivery format and content were adjusted to be maximum relevant to the place and moment in a parent’s day: From videos, animations, informative illustrated posters, flyers, all the way to the Bebejunior microsite.
In order to educate busy mothers without taking much of their time, the main copy was a question related to their childrens’ diet, which would lead to a short questionnaire about the nutrition needs of infants. After few questions, the website showed how Bebejunior products help mothers provide their children with the nutrition they need.
The questionnaire was published on the microsite and distributed via Health Care Practitioners to clarify nutritional facts and explain the difference between formula milk and cow milk in an interactive way, so parents would better understand the category and see Bebejunior as its main representative.
The campaign had a total reach of 7 million people in 2 months, raising brand awareness and clarifying the category for consumers, and the filled questionnaires brought valuable information and audience insight to give the brand an advantage in its future marketing planning.