A BTL Communications Strategy for Mead Johnson

1. Giving
our children
the best
start in life
A Below-the-line
Creative Strategy by
Copyright © 2011 SideFX / Jay Abeyratne

2. Our Brief / The Challenge
Mead Johnson has been a world leader in infant nutrition
for over a century. All this time, they have kept the
promise of providing nothing but the very best nutritional
supplements to help our children grow stronger and
healthier at every stage of their development.
Our challenge is to develop an integrated below-the-line
communications strategy for the brands
Enfakid A+ and EnfaMama A+.
Copyright © 2011 SideFX / Jay Abeyratne

3. The Products
As an expecting mother, you want what’s best During your child’s growing years, he
for your baby. You realise good nutrition is is exposed to various stimulations.
important to support your pregnancy and These help his brain cells establish
developing baby and later, throughout and strengthen communication with
breastfeeding as well. Which is why EnfaMama each other, which supports learning.
A+ is formulated to help support your nutritional
needs during these crucial periods. Enfakid A+ is formulated with More
than 4 times DHA*and new Triple
EnfaMama A+ provides important nutrients like Protection Guard
DHA and Choline. DHA is found in breast milk.
Copyright © 2011 SideFX / Jay Abeyratne

4. The Target Market
• Mead Johnson’s primary target market is purely the parents of
infants and children who relies a lot in the food safety and the
quality of the products.
• Demographics (25 to 45, F, social class ABC, married/single-parent)
• Lifestyle (working professionals, busy, not stay at home)
• Behavior (500 gms & up, at least 3x a day, daily, food safety and
quality product)
Copyright © 2011 SideFX / Jay Abeyratne

5. Communication Objectives
• Generate awareness and interest in both brands
• Secure top-of-mind recall
• Differentiate the brands from their competitors
• Initiate trial and generate repeated purchase
Copyright © 2011 SideFX / Jay Abeyratne

6. BTL Communication Strategy
An integrated BTL approach deploying all cost-effective means to deliver the message
to the target consumer.
The Big Idea: Healthy Children Learn More
Kids Play Area Branding at Kindergartens and selected
Primary Schools/Events/Offers/Sponsorships,
sampling etc.
Copyright © 2011 SideFX / Jay Abeyratne

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Kids Height
Meters
To be distributed in
kindergartens,
primary schools and
as a free gift when
you buy the product.

12. Copyright © 2011 SideFX / Jay Abeyratne

13. More Great Ideas…
• Sponsoring kindergarten play material & School Record Books
Have colourful page separators, fun tips for children and have the back cover
to be branded by Enfamama & Enfakid brands.
• Monthly promotions at kindergartens
Child care awareness and nutrition programmes to the mother and child
sponsored by Enfamama & Enfakid brands.
Monthly expert pediatrician visits and sessions sponsored by Enfamama &
Enfakid brands with free samples give-aways.
• Sponsoring Kindergarten events
Such as Avurudu celebrations, Christmas carols, kiddies Game shows in high
profile kindergartens and primary schools in Colombo.
• Outdoor Branding
at Kindergartens, Primary Schools, Kids sports complexes etc.
Copyright © 2011 SideFX / Jay Abeyratne

14. More Great Ideas…
• Sponsored sections in magazines
Create dedicated Enfamama and Enfakid sections in magazines like HI,
Esteem, Lanka Woman etc., to share experiences, talk about child care and
nutrition facts, Create sampling of Enfamama and Enfakid brands.
• Inserts in magazines
Exploit opportunities for promotional inserts in hi-profile magazines like HI,
Esteem, Lanka Woman etc.
• Cinema Sampling
Sampling of mini trial packs with tickets to kiddies and family movies, together
with cinema advertising.
Copyright © 2011 SideFX / Jay Abeyratne

15. Let’s do it..!
Our approach to a brand building differs from the usual. Instead of
pushing big budgets, here we are attempting to work with the
client, stage by stage, thrashing out each idea before we could
finally arrive at a comprehensive strategy that both the client and
agency could be happy with.
We need to work out budget definitions, date plans, work
executions and tighten creative out put. But before we do just
that, we’d like for us to agree on direction.
Copyright © 2011 SideFX / Jay Abeyratne