Milupa

As part of Danone infant nutrition, Milupa has build a strong heritage, having been around for nearly 100 years and passed down through generations. But as trends and consumers have evolved, the brand had not. 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 and was perceived as quite predictable, a little old-fashioned and essentially playing on parenthood clichés. 

With the new strategy introduced ‘Freedom to Experience’, Milupa was successfully repositioned from a baby food brand, to a brand enabler, a member of the family. By becoming the parent’s buddy beyond meal, the brand became an ally, supporting young parents to go out, and enjoy the world with their family. Bring innovation to baby food with a digital-first brand that could challenge the status quo. The new identity conveys the brand aspiration to be friendly, bolder, authentic and conversational– the tone of voice has been tailored to help parents digest key information in a more approachable, inclusive and engaging manner. The result is a holistic Milupa world that welcomes people in, gives them reasons to linger, and becomes a partner to them.