Enfa A+ Gentlease: Rorsh*t – How a brand talked sh*t and achieved a 40% increase in sales

Melissa Garrovillo

Mead Johnson communicated the benefits of its Enfa A+ Gentlease baby formula directly to doctors, to work around advertising regulations in the Philippines.

Campaign details

Brand: Enfa A+ GentleaseBrand owner: Mead Johnson Nutrition (Philippines), Inc.Lead agency: Ace Saatchi & Saatchi Country: PhilippinesIndustries: Baby food - milk powderMedia channels: Direct marketingBudget: Up to 500k

Executive summary

This is the story of how a brand that wasn't allowed to advertise to mums still managed to get mums to buy them by talking about sh*t.

In the Philippines, marketing to mums about formula milk is highly regulated. This made it illegal for Mead Johnson, one of the world's leading nutrition companies for babies and children,...

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