COW & GATE SPONGE-CLASS ABSORPTION

Good absorption is an invisible benefit, yet crucial for infant development. Our challenge was to make this abstract concept tangible and aspirational for parents. We achieved this by introducing the 'Sponge-Class Tummy' – a new, memorable benchmark for optimal absorption, inspired by the universally recognized '5-star' quality rating. This positions Cow & Gate as the definitive standard for superior nutrient uptake, allowing parents to visualize the profound wonders it brings to their babies.

The campaign brings this concept to life through a series of engaging puppet shows in four online videos, each dramatizing a key benefit of good absorption: 'Eat Well,' 'Sleep Well,' 'Laugh Well,' and 'Poo Well.' This multi-faceted approach ensures the message is not only understood but also emotionally resonant and highly shareable across various digital and traditional touchpoints.

Deliverables: Long-form & Short-form Online Videos. Mobile Game. Launch & Content-driven Facebook Posts. Special & Engaging Facebook Format Videos & Ads. YouTube 6-second Bumper Ads. Leaflets. Bus-body Advertising.

2017