Camille del Rosario | Portfolio
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Similac Total Comfort - a Happy Tummy is a Happy Baby

I had the great opportunity to work on the new Total Comfort TVC for Singapore. The brief was to come up with a creative idea that positioned Total Comfort as a holistic milk formula, as opposed to a problem-solving formula for fuzzy babies. We came up with a TVC concept that revolved around the journey of the milk formula into a baby's Total Comfort World - a world full of soft colours, plush environments, and vibrant characters that informed the viewers of the milk's benefits. A world where the baby's interaction delighted the viewer with This has been a pure collaborative effort between the client's vision, agency and various partners. This has been the first ever, fully animated film in the category, and a first for this brand in Asia Pacific. Agency: TSLA Production Partners: Nexus Client : Abbott


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. 


 

Process snapshots:

  Initial Concept Storyboards:  The initial concept was to create a whimsical tummy world - where key characters represented key benefits of the milk formula.

Initial Concept Storyboards: The initial concept was to create a whimsical tummy world - where key characters represented key benefits of the milk formula.

  Supporting Assets for the Next Phase:  The next phase of communications featured tandem shots of parent-child, as educational pieces to drive awareness

Supporting Assets for the Next Phase: The next phase of communications featured tandem shots of parent-child, as educational pieces to drive awareness