Babi Mild: My Beloved Monster

Babi Mild, the mother and baby care brand, showed Thai mums it cared by addressing unfair criticisms of mums' child-rearing methods, using an online campaign that successfully encouraged tolerance and understanding.

Campaign details

Brand: Babi MildBrand owner: Osotspa Public Company LimitedLead agency: Ogilvy Group ThailandCountry: ThailandIndustries: Baby careMedia channels: Online video, Social mediaBudget: Up to 500k

Executive summary

Knowing that mums can be bullied for the way they raise their children, Babi Mild wanted to support them. Instead of telling them how valued or how good they are, Babi Mild disrupted the market, showing Thai mums that it understood them.

Babi Mild, the mother and baby care brand, wanted to liberate mums and encourage the public to be...

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