Campaign details
Brand: BabynesBrand owner: WyethLead agency: Anomaly ShanghaiCountry: China, Hong KongIndustries: Baby foodMedia channels: Events & experiential, Magazines - consumer, Mobile & apps, Online video, Public relations, Point-of-purchase, in-store, Social media, Websites & micrositesBudget: 1 - 3 million
Executive summary
Sometimes, a product can be so disruptive, and so innovative that, at first, it's hard to explain.
That was the case with the Wyeth BabyNes nutrition system, the first-of-its-kind integrated system of infant formula capsules in six stages (versus the category four), a machine for creating...