JWT said the campaign marks a step away from the usual approach in the infant milk category, which usually plays on the premise that a good mother wants her child to “bring home the most A’s and the fewest colds”.
According to the agency, 'The journey' campaign instead targets active, hands-on mums who believe experience is a child’s best teacher.
The campaign broke in Vietnam this month and will now be rolled out globally across print, out-of-home and TV. JWT Singapore created 60 versions of the TVC to reflect local markets.
Peter Cheung, regional management director for JWT Singapore, said, “These are not the kind of mums who hover over their child, pushing them to study hard so they get a good job later on, or admonishing them to be careful so they don’t scrape their knee.”
“These are mums who don’t see motherhood as a chore or a job; instead, they want to experience the world together with their child. It’s a journey they want to enjoy,” added Berndt Kodden, global category director IFT at FrieslandCampina.
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