International baby formula brands like Nestlé are targeting lower tier cities in China for future growth, but they face distribution challenges and competition from domestic brands which are overcoming earlier safety concerns.
Case Study•
SABRE Awards, North America, Branded Journalism, Gold, 2019
Gerber, a baby food brand, launched a segment on the TODAY show to demonstrate that every baby is a Gerber baby by interviewing the family of its new spokesperson Lucas, a baby with down syndrome.
Gerber, a brand that specializes in baby food and products, has effectively built one-to-one consumer engagement via a human-powered digital service that can answer parents’ questions around the clock.
Article•
Stephen Whiteside, Event Reports, Digital Marketing World Forum, November 2018
Gerber, the baby food and products manufacturer owned by Nestlé, has driven several core brand metrics thanks to Dotti, a one-to-one digital engagement tool for parents with young children.
Case Study•
Direct Marketing Association - UK, Silver, 2018
Ella's Kitchen, a company that makes organic baby and toddler food, recruited UK parents who are beginning to wean their children by launching personalised weaning packs, tips and emails to track progress.
Nestlé, a food and drink company, increased reach and awareness in Mexico by launching audio stories via music-streaming service Spotify to promote its formula milk to mothers.
Excella Gold, a Nestlé brand of infant formula milk, partnered with navigation app Waze in Mexico to increase brand awareness among parents by increasing environmental stimulations for infants.
Case Study•
Hon Wui Theo, WARC Prize for Asian Strategy, Entrant, 2018
Milk formula brand Nestlé NAN Optipro 3 grew engagement in Singapore with a multimedia promotional campaign around a product marketed on a platform of trust.
Friso, a brand of formula milk, increased its market share through a "new user acquisition strategy" focusing on lead acquisition during the early stages of motherhood for mothers in Indonesia.
Nestlé, a food and drink company, embarked on a 360-degree campaign from traditional media to social media, digital, on-ground activation and PR to promote Dancow, a powdered milk, in Indonesia.
Case Study•
Clare Phayer, Institute of Practitioners in Advertising, Silver, IPA Effectiveness Awards, 2018
Ella’s Kitchen, a baby food brand, created a new communications model designed to support British parents in the process of weaning their children while increasing revenue by £14.6m.
BEIJING: Three in ten Chinese consumers expect to buy more imported products over the next six months, according to a new survey by the Ministry of Commerce.
MANILA: Formula milk brands are once again under the spotlight as a new report claims manufacturers are frequently in breach of a decades-old UN code on the marketing of such products.
Case Study•
Astrid Utari, WARC Media Awards, Entrant, Effective Channel Integration, 2017
Milk formula Bebelac by Danone regained resonance and brand identity in Indonesia through a campaign building an emotional connection with its customers.
BEIJING: China introduced tough new regulations governing the manufacture and distribution of infant formula products on New Year’s Day and it is expected that the development will work very much in favour of international brands.
Case Study•
Melissa Garrovillo, WARC Prize for Asian Strategy, Entrant, 2017
Mead Johnson communicated the benefits of its Enfa A+ Gentlease baby formula directly to doctors, to work around advertising regulations in the Philippines.
Looks at the growth of the health and wellness sector and how smart technology is changing the category, as it has made it easier for consumers to monitor their health and track their fitness goals and has raised expectations of health and wellness brands.
Article•
J Walter Thompson Intelligence, Research on WARC, December, 2018
This yearly report by J Walter Thompson Intelligence details 100 emerging trends across 10 sectors – including culture, beauty, and food and drink – that will shape the world of marketing in 2019.
Article•
Euromonitor Strategy Briefings, August 2018
A global outlook on health and wellness packaged food, with information on the leading companies and brands, top five trends shaping the industry and market snapshots.
Case Study•
Cannes Creative Lions, Gold, Creative Effectiveness Lions, 2018
Frito-Lay, a snack food manufacturer and marketer, increased its share of the cheese-puff market in the US with its brand Cheetos by launching a Cheetos art exhibit.
Article•
J. Walter Thompson Intelligence, Research on WARC, December 2017
This annual report by J Walter Thompson Intelligence charts 10 emerging trends across 10 sectors that will shape marketing globally in 2018, spanning culture, tech, travel and more.
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