Similac Total Comfort - a Happy Tummy is a Happy Baby
Abbott’s Similac’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 supplement for infants. Mothers associated the product only for kids with “sensitive tummies”.
Defying category norms, we we created a campaign that played with people’s imagination - portraying 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. This was the first ever, fully animated film in the category in Asia Pacific.
Ultimately, we wanted to tell moms that we understand them - a happy tummy is a happy baby. We also reinforced our communications with advertorials and in-store communications - looking at their whole shopper journey Including collectible plush dolls to help parents remember the milk’s benefits.