Jenny Chan 陳詠欣
Apr 16, 2015

Why is water wet? Fonterra helps mums answer curious kids

HONG KONG - Fonterra has developed a digitally led advertising campaign for its Anmum pediatric milk powder brand that elevates the product positioning from solving nutritional needs to enhancing cognitive functions.

Client: Fonterra

Agency: DDB, Mediacom

Market: Hong Kong 

Campaign scope: Online video, campaign site, social media

Details: The new campaign, titled 'Mama Tell B Why' (the 'B' echoes the pronunciation of the Cantonese word for baby) marks a continuation of Anmum’s October 2014 campaign titled ’Knowing a word is only the beginning of knowing the world'.

This time around, the campaign idea focuses more on highlighting the role of mums and helping them do their best to tackle the curious nature of their kids. Meanwhile it also continues to communicate the supposed ability of the milk powder’s key ingredient, gangliosides (GA), to not only connect brain cells but also "be connected to the world".

Since it was launched yesterday, the campaign's crowdsourcing platform, including mums as well as healthcare professionals, gathered more than 500 collaborative answers on how best to answer children’s questions such as “Why do I have five fingers instead of six?”, “Why doesn’t Daddy have very much hair?” and “Why is water wet?”.

Press release quote: Brucemond Chan, senior marketing manager, Fonterra Hong Kong: “Kids have a lot of questions, which are not always easy for parents to respond to. Just as important as the questioning itself, is how parents answer their kids and encourage them to explore the world—this affects their development and how they connect to the world.“

Campaign Asia Pacific's comments: When kids ask the darndest questions, many bewildered parents answer them in overly simplistic ways to brush them off. After all, most of them are busy making 'milk-powder money' rather than exploring evolution, follicle health or molecular compounds. While communication in the pediatric milk powder category is slowly moving away from functional messaging towards emotional storytelling, combining the two adds more value for parents.



Creative Director: Leung Chung                
Creative Director: Vincent Tse                  
Planning Director: Andreas Krasser           
Business Director: Adrian Li                      
Copywriter: Joe Ting                      
Art Director: Colin Siu                      
Assistant Art Director: Flora Chiu                    
Senior Account Director: Yan Kwan                    
Account Manager: Carrie Chan                  
Account Executive: Ava Yau                       
Social Media Manager: Tammy Lui                   
Project Manager: Ivy Kong                      

Business Director: Natalie Chan                 
Digital Senior Planner & Buyer: Jamie Ng                     
Planner: Tracy Yu                      
Digital Executive: Sean Chiu                    

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