BabyNes for It Moms

Baby nutrition system BabyNes built brand awareness in China with a campaign using online, social media, editorial, in-store and events.

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...

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