Campaign details

Brand: Dancow
Brand owner: Nestlé
Lead agency: Publicis Indonesia
Country: Indonesia
Industries: Baby food
Media channels: Content marketing, Email marketing, Events & experiential, Integrated, Livestreaming, Mobile & apps, Online display, Online video, Point-of-purchase, in-store, Social media, Television, Websites & microsites, Word of mouth, advocacy

Executive summary

In Indonesia, growing-up milk is a cluttered category with minimal differentiation between brands. A Millward Brown report validated this by highlighting that the category definition of 'growing up well' remains focused on functional performance and expressed in a very conventional way.

Dancow recognised that competing brands were still stuck on a vision of parenting that is no longer relevant for millennial parents, focusing on functional performance (physical strength and brain development) and advocating for a very normative approach to parenting. Raising little champions, little Einsteins or Mozarts. This was an opportunity to claim thought leadership amongst millennial mums, who understood that every child is unique and cannot be segmented in templates.