Nido: Toddle Freely

NIDO, the infant nutrition brand, attracted younger mothers in the UAE by using a light-hearted and modernised approach.

Campaign details

Brand: NidoBrand owner: NestléEntrant company: Publicis Middle East, DubaiMarket: Middle East & Africa, North AmericaSector: Baby foodMedia channels: Online display, Online video, Point-of-purchase, in-store, Product sampling, Radio & audio, Social media, Television, Websites & microsites, Word of mouth, influencersBudget: 500k - 1 million

Executive summary

NIDO, an iconic brand in the Middle East, had started to lose the interest and trust of younger moms, who were gravitating towards more modern brands.

The category communication landscape was too conventional: representing the ideal side of parenting; with...

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