At Friso Gold, we believe that kids need emotional nourishment. And that experience is their best teacher. But it's not an easy task, especially in a category where most of the brands are shouting about brain development. Friso wants to deliver a message that their milk helps build immunity so kids can explore and learn from the real world together with their mums.
Getting mums to see the importance of immunity, in a brain development market, was a big enough task and the challenge is to grow our market share.
Luckily, Growing Up Milks is a high involvement category. One that relies heavily on the opinions and reviews of other mums and experts.
All we needed to do was intercept and be part of that conversation.
To create the perception that Friso Gold is a popular brand chosen by mums and experts alike.
We already had a regional thematic campaign that encouraged mums to fearlessly embrace experiences with their kids outdoors, so they would see the need for stronger immunity. We just needed to make it connect with them. So they would say “YES” to Friso Gold.
But we knew that is was hard for mums to say “YES” to anything. Let alone going outside.
“No” was an easier option that kept their kids safe and minimized variables in their already packed days.
So we recruit the help of two blogger mums and a child psychologist.
We chose Ngai Yuen, a blogger, to represent mums who finds it difficult to spend time with their child because of work demands.
and Liz Yahaya, a blogger, to represent overprotective mums.
Their mission was to embrace new experiences together with their kids outdoors.
To show mums how taking a different parenting approach could aid in realising their child’s full potential.
The one catch? They couldn’t say “NO” to their kids.
Over the course of 5 weeks, the mums documented their experiences in video logs and diary entries to allow mums to experience this journey with them. The entire campaign was housed on the Friso website so mums could immediately order a sample of Friso Gold .
Meet The Mums
Week 1 (Ngai Yuen) - Making Time
Week 2 (Ngai Yuen) - Being Hands On
Week 3 (Ngai Yuan) - Embracing The Storms
Week 4 (Ngai Yuan) - Finding Common Ground
Week 1 (Liz Yahaya) - Letting Go
Week 2 (Liz Yahaya) - Small Steps
Week 3 (Liz Yahaya) - Diving In
Week 4 (Liz Yahaya) - Facing Fears
Friso Yes Experiment Microsite (done by Saatchi&Saatchi Arachnid)
