Campaign details

Brand: Bebelac
Brand owner: Danone
Lead agency: Havas Media, Havas / BETC
Contributing agencies: RedComm, iProspect
Country: Indonesia
Industries: Baby food
Media channels: Content marketing, Integrated, Online video, Point-of-purchase, in-store, Print - general, unspecified, Public relations, Social media, Television, Video on demand, Websites & microsites, Word of mouth, advocacy
Budget: 500k - 1 million

Executive Summary

Bebelac is one of the growing-up milk brands within Danone's Early Life Nutrition portfolio. Historically, Bebelac always communicated effectively within the emotional space, showcasing emotional TVCs that resonated with their customers. But with the category's declining growth, consumers were seeking for growing-up milk that had strong functional benefits. They could not relate to the added values of Bebelac, while they could easily associate other big brands like Dancow, Morinaga and SGM with functional benefits.