Fortified maternal milks, for pregnant and nursing mothers, are gaining ground across Asia and our New Zealand provenance story is a compelling proposition for mums who want only the best.
It’s great news for one of Fonterra’s hero brands, Anmum - already the number one maternal milk in many of our South East Asia (SEA) markets and one of our most profitable brands.
“We have a solid product. Anmum delivers on its promise - it tastes good and consumers like it”, says Neelesh Suryavanshee, SEA’s Marketing General Manager.
“What we needed was the right insight and execution to make the brand relevant.”
Doing things differently, the team ditched the age-old narratives of a picture-perfect pregnancy for a humorous, honest view of the motherhood journey – anxiety, indigestion, mood swings and more. A bold move in a culture where loving being pregnant often feels obligatory.
Most pregnancy-related advertising in Asia is a sea of sameness – happy baby, glowing, gorgeous mum, the perfect bump and a doting husband.
But with more urban women in Asia becoming mothers at a later age, the little-discussed difficulties of pregnancy only increase, so the team invited mothers-to-be across the region to share their honest views.
“If there’s one thing we learned from our consumers and the mothers on our teams, it’s that pregnancy and motherhood is sleep-deprived, heart-crushing and often messy work”, says Neelesh.
As well as a new TV campaign, the team is leveraging top mummy social media influencers. In Indonesia, that’s Nagita Slavina, who averages 100 million followers on Instagram alone.
“Mummy influencers are so loved because they’re real, and people can relate to them“, says Riescha Gayatri, Director of Marketing Indonesia. “Having a baby is a magical time but it’s not all rainbows and unicorns and early signs are our consumers are already resonating with this view.”