Bebelac: Grow Them Great

Milk formula Bebelac by Danone regained resonance and brand identity in Indonesia through a campaign building an emotional connection with its customers.

Campaign details

Brand: BebelacBrand owner: DanoneLead agency: Havas Media, Havas / BETCContributing agencies: RedComm, iProspectCountry: IndonesiaIndustries: Baby foodMedia channels: Content marketing, Integrated, Online video, Point-of-purchase, in-store, Print - general, unspecified, Public relations, Social media, Television, Video on demand, Websites & microsites, Word of mouth, advocacyBudget: 500k - 1 million

Executive Summary

Bebelac is one of the growing-up milk brands within Danone's Early Life Nutrition portfolio. Historically, Bebelac always communicated effectively within the emotional space, showcasing emotional TVCs that resonated with their customers. But with the category's declining growth, consumers were...

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