Wyeth takes aim at MJ with China ads

<P>US babycare company Wyeth has unleashed a new campaign in China for its infant milk formula brand, as it looks to capture a greater share of the market from key US-based rival, Mead Johnson (MJ).</P> <P>The integrated campaign seeks to differentiate the brand from MJ, along with a host of other international and local players vying for a slice of the lucrative market. </P> <P>The campaign, developed by Leo Burnett Shanghai, is the brand's first push since assigning the business to Burnett in May.</P> <P>"Most advertising for children's milk formula brands generally claim that their brands can help children who use them become 'superstars'," said Eric Lee, group brand director, Burnett Shanghai. </P> <P>"The campaign highlights that Wyeth provides quality nutrition that will help children grow, while at the same time, emphasising the crucial role parents play in nurturing their children."</P> <P>Burnett has developed a new brand essence for Wyeth, 'Learning empowerment'. The push is spearheaded by national TV, print and outdoor, with Zenith handling media duties, while Arc Shanghai will handle POSM and media relations.</P>