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Dutch Lady Takes Moms by Surprise

Agency: IPG Mediabrands

Client Brand: Microsoft

Challenge

Several Milk Brands have led consumers to believe that academic excellence is the end benefit of milk consumption.

Dutch Lady had to break this notion amongst Mothers as it believed in wholesome development by ‘Applied-Learning’.

Our challenge was to bring the concept alive for the newly launched 5xDHA Growing-Up-Milk.

Solution

A child’s learning is a continuous process and not based on milestones. A child surprises her mother with smart actions and out-of-box thinking, regularly.

But these day-to-day smart stories are lost in the slew of academic milestone celebrations by competitors.

Media agency recommended to leverage this untapped position and bring alive ‘Applied-Learning’ by creating, collecting and showcasing very Smart Tales from Moms nationwide inspired by the antics of ‘little Adam’.

Case 7 – Shopper Marketing

Execution

‘Little Adam’ gets lost in a hypermarket but surprises momshoppers by announcing in the PA system to locate his ‘lost mom’ instead!

While moms are busy at home, he and his friend manage to live-hijack various Radio stations and became a DJ! Moms were inspired & smart tales poured in, encapsulated and aired on TV.

Three real-life Adams and their Moms with their Smart Tales got featured on each and every Dutch Lady packs.

Result

_The campaign reached 1.6 Million of mainstream mothers. Moms shared thousands of Smart Tales.

_Brand-shares grew by an amazing 23%.

_Dutch Lady surpassed closest rival by 9% point margin in Brand-Shares to become the market leader.

_The endearing smart tales helped the brand get closer to moms across the country.

Source: IPG Mediabrands, Andrea.Mathew@mbww.com