The infant nutrition brand wants to introduce a new ingredient - Lutein, an antioxidant that keeps eyes healthy - in its Wyeth Gold milk powder products.
The main message driving the push, said Henny Veronika Sihombing, Grey’s associate account director, is that healthy eyes leads to healthy brain development.
“The development of a child’s brain is linked to what she sees, hears, smells and senses. The eyes are especially important because much of the learning process is done by remembering what one sees. We chose to use this message to reach out to all mothers,” explained Sihombing.
The campaign comprises a 30-second commercial, press and radio ads, as well as in-store activity. The TV spot opens with a young girl looking curiously at a butterfly resting on a flower in a garden.
As a voiceover explains how children gain knowledge by viewing the environment around them, and that new ingredient Lutein protects the eyes, the spot cuts to the child whispering into the ear of her sleeping sister.
She then explains to her questioning mother that she is telling her story of the butterfly that she had seen earlier.
Sihombing noted that Wyeth’s main rivals in Indonesia are Mead Johnson, Abbott, Morinaga and Nutricia. The new campaign will give Wyeth extra clout to grow market share, she said.
