Infant Milk Formula is a highly regulated market and monitored by the World Health Organisation (WHO). It must comply with the MAIF code of conduct, and marketing of an IMF product must be targeted at infants above 12 months of age.
To drive awareness and develop emotional connection to the brand, Aptamil Toddler ran a TVC called Aptamil Firsts. We were briefed to develop an instore campaign to drive awareness of the TVC and convert the shopper to Aptamil at the point of purchase.
We developed a Call to Action – ‘Choose Aptamil Toddler to support your child’s potential’ – and executed a range of POS from the TVC assets. Dump bin displays, counter displays, at shelf solutions were created, and digital campaigns for Coles, Woolworths, Terry White Chemmart were also developed. A Mums reservation program was also developed for out of stock issues in store.
The campaign POS was a huge success, instore displays, digital campaigns were well received by the retailers and Aptamil remains as Australia’s Number 1 IMF brand.