enfamil gentlease digital campaign
the ask
brand requested a campaign to increase market share awareness levels amongst niche parents with colicky babies, to promote Enfamil's Gentlease baby formula, which helps infants find relief from colic and spit-up within 24 hours
the result
a dual-language, multi-channel campaign touting Gentleease solutions with an emotional premise that includes parents - not just baby. This is the first campaign that used reverse strategy: instead of showing a crying baby and panicky mother, we developed a positive campaign entitled, "TODO FELIZ" ("ALL HAPPY") to show the benefits of taking Gentlease, post consumption—a content, sleeping baby and a relieved, sleeping parent
action campaign, 9:16
awareness campaign, 1:1
consideration campaign, 9:16
