SETTING GLOBAL DIRECTION FOR MILK NUTRITION BRANDS
the context
Having recently been assigned several infant/child nutrition brands, Ogilvy London put together a Global Team to work together with the Client’s Strategic Business Unit based in Switzerland. The assignment was to help put together brand strategies for super premium, premium and mainstream developmental brands for global deployment.
With a bulk of the business coming from China followed by Southeast Asia, the challenge was to consolidate learnings from diverse markets in which each of the brands were in different stages of development—and translate these to global strategies.
Arriving at a differentiated proposition that taps into relevant human truths would prove to be another challenge. The infant/child nutrition category is infamous for superlative claims that provide parents with the promise of not just a healthier but well rounded child ready to conquer the future.
the work
The work involved developing a Brand Architecture strategy for the super premium brand which, by virtue of being “super premium” required thinking along the lines of luxury marketing and luxury brand propositions, i.e., driven by futures imageries and aspirational tones.
For the premium and mainstream brands, the work was focused on defining strategic elements of brand communications: the Global Brand Idea, key brand and executional properties, providing a clear understanding of both the product story and emotional benefit to the consumer.
The need to provide clear differentiation and establish an ongoing relationship with consumers extended to the digital realm. One project was the creation of a learning program to support parents during the early childhood years. For this, a futurescan of trends and academic research that looked into developments within the fields of learning and child education were employed. The “6 C’s of 21st Century Learning” became a jump off point for exploring teaching innovations, learning spaces, methods and tools. These were used to develop a futures-oriented Learning Program strategy led by the Corporate Brand.