Ages & Stages

Overview

Although the brand had delivered a stable performance over the years, Milupa was struggling to capture consumers beyond the immediate transition from milk to solids because mothers were confused about – or even unaware of – the depth and breadth of the range.

Challenge

To clearly communicate to mothers the benefits of using the full range of Milupa products by helping them to navigate the range and by reassuring them that they were making the right nutritional choices for their child through key stages of their development.

Illumination

With such a broad product offering, it was essential to get across several key messages at point of sale so that mothers making the transition from milk to solids could instantly formulate a clear picture of the brand and its total offering across all the key stages of her baby’s growth. Our design solution depended upon our ability to distill down the very essence of the benefits of each product – ages and stages, flavour variants and the nutritional benefits – and to communicate all that in a way that was unambiguous and clear.

Result

Milupa was launched in Ireland in September, 2011. Early indications show that consumers have responded very positively to the new design.

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