Campaign details

Brand: Enfa A+ Gentlease
Brand owner: Mead Johnson Nutrition (Philippines), Inc.
Lead agency: Ace Saatchi & Saatchi 
Country: Philippines
Industries: Baby food - milk powder
Media channels: Direct marketing
Budget: 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, to talk to mothers directly about Enfa A+ Gentlease, its digestive discomfort formula milk for babies aged 0-12 months old.

The only people it could communicate to were doctors, and it was left entirely up to them if they wanted to inform mums about the brand or not. Unfortunately, most doctors barely had time to listen, let alone wanted to have a conversation about infant faeces. So Mead Johnson rethought the category by reinventing its approach towards doctors through standout, engaging creative.