Abbott’s Total Comfort is a leading milk formula 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. Mothers seem to associate the product only for a select few, with “sensitivities”.
Abbott wanted to change that. They wanted to change perception and provide a more holistic understanding of Tummy Health. It is not only for special babies. It is applicable for everyone.
Seeing our competition, the odd thing is that nobody in the category played with people’s imagination. We wanted to create a campaign that portrayed Total Comfort, not just as a milk formula, but 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 ads also communicate 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. We even proposed collectible plush dolls to help parents remember the milk’s benefits.
Agency: TSLA Production Partners: Nexus Client : Abbott