illuma: A Salute to Breastmilk

Infant formula brand illuma created a YouTube and Facebook-led campaign that supported breastfeeding to appeal to millennial mothers in Taiwan and reinforce its 'closest to breast milk' brand association.

Campaign details

Brand: illuma Brand owner: Wyeth Taiwan Lead agency: Ogilvy Taiwan Contributing agency: Starcom Taiwan Market: Taiwan Industries: Baby food Media channels: Events & experiential, Livestreaming, Social media Budget: 500k - 1 million

Executive summary

This is a paradoxical story of a brand that did what no competitor dared to do, or even thought to do: passionately championing its rival. This infant formula brand, new to the market and premium-priced at 200% above the market average, has achieved

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