Campaign details

Brand: Babynes
Brand owner: Wyeth
Lead agency: Anomaly Shanghai
Country: China, Hong Kong
Industries: Baby food
Media channels: Events & experiential, Magazines - consumer, Mobile & apps, Online video, Public relations, Point-of-purchase, in-store, Social media, Websites & microsites
Budget: 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 the precise volume and temperature of liquid, and an app for tracking the consumption.

It didn't just disrupt the category on one level, it disrupted on every level.