Nutrilon
Mother’s milk is essential to a newborn’s health and development. Especially during the first 24 months, when the brain develops at an extraordinary pace.
After World War I, eight out of ten babies reportedly did not survive because their mothers were too weak to breastfeed them.
This inspired the founders of Nutrilon to develop the world’s first baby milk formula, creating a legacy that continues to this day.
You could say that every brand that followed was inspired by Nutrilon.
Leading to more happy, healthy babies and toddlers.
visible progress
invisible development
the story of a growing brain
Neurological development during the first years of life is essential to a child’s future.
Milk does much more than nourish the body. It supports the extraordinary growth and development happening inside the brain.
With this unique campaign, our goal wasn’t to sell more baby milk. Nutrilon was already the market leader.
Our goal was to educate parents about the importance of proper nutrition during these crucial early years.
Over four months, we followed ten babies and filmed their development. Whenever we observed something new happening on the outside, we explained what was happening on the inside.
“Look at me”
A project developed in collaboration with WeFilm, Amsterdam.
Over four months, we followed eight babies and toddlers in their daily lives, filming them with their families and waiting for those magical moments to happen naturally.
Recognising a shape. Discovering a colour. Identifying an animal. Taking an action. Every little milestone offered a glimpse into the neurological development of a growing child.
On the platform, we explored these moments in greater depth, explaining what was happening inside the developing brain and how Nutrilon’s research and ingredients supported this crucial stage of development.
I also collaborated with WeFilm on productions for MegaFon in Moscow and San Francisco.
sold out at 9.02
Due to a factory issue affecting another baby milk brand in China, we discovered that the so-called “baby milk mafia” was buying up Nutrilon’s entire stock every morning and shipping it to China.
This created a serious retail problem. At the time, Nutrilon was difficult to buy online, leaving many young parents unable to find their usual baby milk.
The issue wasn’t a lack of sales. It was that parents were being forced to switch brands simply because Nutrilon was sold out.
Our solution? The Smart Pack
A smart pack that measured how much baby milk powder remained inside and sent a one-time notification to your phone when you had just 24 hours’ worth left.
Giving parents time to find their next pack before running out.
tech at your service
Changing the physical packaging was too expensive and it came with significant production challenges. We needed to find another way.
Our solution was to integrate a light-based signal into the printed packaging. The system sent out a signal at set intervals. As long as there was enough milk powder in the pack, the signal would return. Once the powder dropped below a predefined level, the signal would no longer return.
The pack could now detect when only 24 hours’ worth of feeding remained and send a notification to the app on the parent’s phone.
To make this possible, the printed label harnessed ambient energy from the surrounding environment, eliminating the need for a conventional power source.
A radically different way to make packaging intelligent, using a technique that had never been used before.
Results
The project was never submitted for awards. Due to me no longer being part of agency. During the project the online sales went up with 68%.