SuperNAN: Super Relatable

SuperNAN, an infant milk formula brand specialising in allergies, drove sales and raised awareness of allergy prevention in China.

Campaign details

Brand: SuperNANAgency: Mindshare China

Strategy

Objective

As a challenger brand specializing in allergies in China's heavily competitive infant milk formula (IMF) category, SuperNAN faced fierce competition from large players who controlled over 70% of the market.

SuperNAN's sales had stagnated over the last five years; it needed to drive sales, raise awareness and association of allergy prevention.

Target Audience

Moms that are concerned about their babies' minor sensitivity issues such as skin rashes, bloating and abnormal bowel movements.

Creative Strategy

As a challenger brand, SuperNAN had far smaller budgets than those of its competitors. It...

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Insights Team
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