DANCOW FortiGro: Challenging mom-shaming and redefining motherhood in Indonesia

Nestlé formula milk brand DANCOW FortiGro ran the Cinta Bunda Sempurna (Mother's Perfect Love) campaign to grow relevance, meaningfulness and sales in Indonesia.

Campaign details

Brand: Nestlé IndonesiaAgency: dentsu IndonesiaRegion: APAC

Strategy

Objective

Despite being the market leader in the category, as of late DANCOW FortiGro has been struggling to establish a strong sense of meaning and relevance with Indonesian moms. To tackle this issue, DANCOW sought to identify an underlying emotional tension that the brand could help solve. Through research, DANCOW discovered a truly pestering thorn on the side which Indonesian moms face on a daily basis: MOM-SHAMING. Culturally speaking, Indonesian mothers are inherently required to live up to a specific set of demanding parenting standards. Failure...

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