Avent: What's the Fuss

This case study describes how baby care brand Philips Avent positioned itself as an anti-colic expert in the US.

Campaign details

Brand: AventBrand Owner: PhilipsLead Agency: The Marketing Arm, FanscapeCountry: United StatesIndustries: Baby careMedia Channels: Social media, Word of mouth, advocacyBudget: Up to 500k

Executive summary

All babies cry, but babies with colic cry excessively. Colic causes uncontrollable crying for more than three straight hours in an otherwise healthy baby. There's no definitive known cause for colic or long-term effects on the baby's health, but colic doesn't just affect infants. Parents, particularly mothers, report more symptoms of psychological distress, low self-efficacy, and report more depressive symptoms...

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