Repositioning a Premium Baby Formula to Regain Category Leadership Around the World.
BUSINESS OBJECTIVE:
Help a leading manufacturer of baby formula regain leadership with a premium offering for infants with a severe allergy.
HUMAN-CENTRIC MISSION:
Negotiate the emotional divide between moms who saw the allergy as “a nightmare” and HCPs who had a more measured response to
reported symptoms—all while navigating the unique socioeconomic factors impacting the different countries.
OUR APPROACH:
OUTCOME:
Seed’s work ultimately helped shift the client team’s perspective on the brand positioning and on-pack communication, compelling them to move beyond a sole focus on immediate symptom resolution to also include longer-term benefits. This shift not only helped the brand reclaim global category leadership, but also widened the lens for future, more compelling communication to both moms and HCPs.
