“4th month”
Aptamil, newly Bcorp, wanted to find a relevant cause to cement its category leader position. But talking to mothers in an authentic way is tricky when you’ll never be one. So all the research, the talking and the immersion made this brief a thrilling learning opportunity.
x1 My mom’s favourite
The challenge:
Aptamil has been a leader in France for many years, but fierce competitors nibble away a little more every year. Aptamil decided to be vocal around a worthy cause that could both maintain their leadership in the category and continue to make them the best ally for mothers.
The strategic response:
We found that more than 70% of mothers feel mentally exhausted especially during the 4th month after giving birth: social pressure silences them about the tough reality of postpartum, depriving them of being able to ask for support when they need it most. Aptamil spoke out on this, encouraging the support system of new moms to help and relieve them.
THE WORK
Why I think it’s interesting
The brand already had initiatives linked to the mental health of new mothers, but nobody knew about it because the brand didn't dare speak out on the subject.
We had to convince the client of the relevance - and their legitimacy - of speaking out on this social taboo.