Abbott’s Total Comfort is one of the leading milk formulas for babies with sensitive tummies.
However, a lot of the messaging has reinforced this idea that it is only a ‘problem-solution’ formula, instead of a holistic, nutritional offering for infants.
A through the line campaign that promotes Total Comfort as a “ Total Comfort world”.
In this world, we are transported to the journey of the milk to the baby’s tummy - as the child marvels into a world of plush environments and vibrant characters to promote the milk’s benefits. Our ad also communicates to moms that Abbott is a brand that understands them completely - a happy tummy is a happy baby. This has been the first ever, fully animated film in the category within Asia Pacific. We’ve also reinforced our communications with advertorials ( from the point of view of the parents and their children) and in-store considerations within their shopper journey.
Agency: TSLA Production Partners: Nexus Client : Abbott