Similac Intelli-Pro: Nourish the Mind, Nurture the Heart

Infant formula brand Similac Intelli-Pro wanted to grow market penetration and share in Malaysia so it ran a multichannel campaign focused on parental values.

Campaign details

Brand: Similac Brand owner: Abbott Nutrition Entrant company: TBWAIdea creation: TBWA/Kuala Lumpur Market: Malaysia Sector: Baby food Media channels: Product sampling, Sponsorship - media, Social media, Websites & microsites, Word of mouth, Influencers, KOLs, Online video *, Point-of-purchase, In-store, Public relations Budget: 3 - 5 million

Executive summary

Abbott has an established pedigree in premium nutrition products but was new to serving mid-mass market consumers in Malaysia. The infant milk formula (IMF) category had a growing segment of middle-income mass Malays, a...

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