Milupa

Milupa

Freedom to experience

Milupa is a Danone baby food brand with strong heritage, having been around for nearly 100 years and passed down through generations.

But as trends and consumers have moved, the brand had not. It had an opportunity to increase relevance and future-proof itself for generations to come.

Challenge

Milupa was perceived as quite predictable, a little old-fashioned and playing on clichés. The brand had lost relevance with a new generation of parents, who had grown up with social media and an evolved view of what modern parenting should be. The brand was behaving incontinently across both product ranges and marketing channels.

Our brief was to help Milupa bring innovation to baby food with a digital first brand that could challenge the status quo, whilst being a buddy to mums and dads.

Solution

From a baby food brand, to a member of the family – your buddy. The strategy ‘Freedom to Experience’ meant that Milupa was going from a food substance brand to an enabler brand – by being there for parents as a buddy, the brand could allow young parents to go out there and enjoy the world with their family.

The identity became friendly, bolder and more conversational – the tone of voice was inclusive and engaging – whilst losing category clichés, such as stuffed animals and a sterile aesthetic. This has driven a more authentic and contemporary relationship - starting at the shelf. The result is a holistic Milupa world that welcomes people in, gives them reasons to linger, and becomes a partner to them.

Results

The result is a holistic Milupa world that welcomes people in, gives them reasons to linger, and becomes a partner to them.

The brand redesign has seen a 20% sales increase in like-for-like sales and there are plans to expand the new visual identity to other Milupa markets within Europe.

Capabilities involved