CLIENT CHALLENGE

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

• Uncover relevant insights and behavioral dynamics influencing moms and healthcare providers.
• Meaningfully position a breakthrough solution with one message relevant to two distinct audiences.
• Clearly and compellingly communicate the product’s functional points of difference.

THE 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.