Danone Aptamil Concorso Terminato

• Clear laddering up to Progress in Brand Ladder through focus on milestones
• Clear role of Mum that resonates with Blue Mum ie. Mum & baby - a unique lens in creative
• Appeals to sense of pride & confidence (emotional end benefit)
• Can be projected forward

• The line “Behind every child’s achievement, stands a mum’s pride”
• Clear role of emotion to appeal to mum’s pride (strong connection to Emotional End benefit of ladder)
• Focus on ‘every child ‘ (all inclusive, not elitist)
• Room for progress to be depicted in a number of ways

• Extremely unique
• Relatable so that our audiences are able to identify with the human truths, the campaign should be from a "mother's perspective"

The element of a child being curious is aligned to our brand.

• Emphasizing the importance of mum’s role.
• Shows the value mums play in the ‘simple’ success
• Not elitist
• Celebrates all aspects of motherhood