Context

The category of special formulas for infants with digestive problems (DSPT) had shrunk by 1.5 times since 2015 due to price increases, making up only 4% of the total market for infant formula. The low availability of DPST formulas, combined with the high cost, meant that mothers whose babies suffered from digestive problems typically were limited to using over-the-counter symptomatic treatments or folk remedies, or assumed that it is a normal part of infancy that will eventually pass and did not require special treatment.

 

At that time, Nutrilon is the leader in the DPST market, but its continued growth depended on the strength of the market as a whole. 

Challenge

Nutrilon posed the bold challenge of growing the market by educating mothers about how to address the root causes of digestive problems through changing their diet rather than through folk remedies or medication. Part of this task means overcoming the skepticism of mothers, who are firmly convinced of the effectiveness of cheap and familiar remedies. At the same time, the category itself is so small that the Nutrilon advertising budget is five times smaller than the standard advertising budgets of the company’s other products.

Solution

Given the budget constraints, the only channel of communication was the Internet. Realizing that we need to explain the advantages of diet therapy to both mothers who rely on over-the-counter medicines and to mothers who consider digestion problems to be a normal part of infancy, we published relevant web resources specifically tailored to each subgroup. They explained infant digestive problems in detail, clarifying the specific misconceptions of each group. We presented these explanations alongside information about the benefits of treatment with Nutrilon products. We thus developed and implemented a creative approach to advertising Nutrilon mixtures, aimed at both addressing Nurtilon’s advantages over competitors and persuading mothers of the benefits of diet therapy over medications.

Outcomes

The campaign resulted in the volume of sales growing by 22% (instead of the planned 15%) and the growth of the share in the category of DSPT.