BUSINESS CHALLENGE
Move new moms from awareness to preference for Good Start infant formula.
SOLUTION
Ask pregnant and new moms to to get real about their questions, needs, and relationships.
STRATEGY
Position Nestlé as a nutrition expert by delivering timely and relevant information based on three phases of caring needs uncovered in focus groups:
Mom-to-be:
All about taking care of me
Birth to 3 months:
All about taking care of Baby
4 months and later:
All about taking care of us
NEW MOM NEEDS: DISTILLED FROM FOCUS GROUPS
I need to know…
- That I’m doing OK.
- I can trust my instincts.
- That I’m not the only one feeling this way.
- I won’t be this tired forever.
If you’re an expert…
- Listen to me when I tell you what’s going on with my baby.
- Don’t make me feel guilty.
- Don’t judge me.
- Give it to me straight.
- Reassure me.
- Let me know I’m doing a good job.
deliverables
- Baby milestones calendar to personalize with stickers to track milestones, space for notes and photos, and pockets for memorabilia
- Series of booklets, developed with a pediatric nurse, addressing nutrition, self-care, meal planning, development and care, personal stories, and scrapbook pages to add to calendar pockets for each phase
- Versioned content for experienced parents
TRISH BERRONG 