Danone: Karimums - Connecting mums and mums-to-be on the journey

Agency: Elmwood
Client: Danone
Brand: Karimums
Category: Digital

Executive summary

With more than 100 years of experience caring for babies and toddlers, Nutricia has been trusted by mums for generations. It's a company best known for delivering 'happy thriving babies'… but how was it looking after mums?

Insights showed that in the first 12 weeks of pregnancy, women in their 'secret space' longed to share their news but didn't feel comfortable telling family and friends. They yearned to see the joys of the future ahead of them too … so how could Nutricia help these mums-to-be with a safe place to share and call their own?

Nutricia needed a way to reach the hearts of expectant mums, connecting on an emotional level right from the initial "blue line" moment of pregnancy and throughout the journey of motherhood … and that's where our concept and identity for Karimums comes in.