JinLingGuan: A.I. Baby Expert

Infant formula milk brand JinLingGuan partnered with smart speaker manufacturer Xiaomi to create the AI Baby Expert and appeal to new parents in China.

Campaign details

Brand: JinLingGuan Lead agency: Neo Media World Region: APAC



In China, the infant milk formula (IMF) category is dominated by international brands, with 3 international giants taking more than 70% of the market.

Local brands' performance took a big hit ten years ago amid a series of food safety crises. Over the past ten years, local brands have been recovering, but still struggle to establish strong brand positioning.

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