NIDO 3+ spotlights how Filipino moms show care in 'Your act of love'

Motherly love takes many forms - some loud, most quiet. In its latest campaign “Your act of love,” NIDO 3+ captures the nuanced, everyday ways Filipino mothers express care, putting the spotlight on what love looks like when no one is watching.

Timed around Mother’s Day, the campaign draws from a 2025 study conducted by NIDO and Kantar, which surveyed 600 Filipino mothers. The results reveal five distinct expressions of maternal love: 32% show love through shared experiences, 23% through acts of service, 21% through teaching, 14% through bonding, and 10% through treating their children.

While these categories show variation, the campaign underlines a deeper truth: there is no singular way to be a loving mother. 

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To embody these insights, NIDO brought in familiar faces - celebrity mothers and long-time brand ambassadors. They include Iya Villania-Arellano, Marian Rivera-Dantes, and Saab Magalona-Bacaro. Each speaks from experience, reflecting on how they show love in the middle of chaotic schedules and family routines.

There’s a functional layer to the message. NIDO 3+ has introduced new packaging and an improved formulation designed to support children’s health as they grow. This includes one billion probiotics for respiratory protection and nutrients such as DHA, ALA, Iron, Iodine, and Vitamins A and B12 to support brain development.

For older children, NIDO 5+ now contains 30% more DHA (versus the previous formulation), while NIDO NutriSnax - a ready-to-drink option made with real milk, fruits and vegetables - caters to children exploring the world beyond home. It also contains immunity-supporting nutrients such as Vitamins A, C, D, and Zinc.

The campaign ultimately conveyed that, despite their different ways of expressing love, Filipino moms share one common denominator: showing their care by choosing NIDO protection. In just three weeks, the video has garnered over 5 million views on YouTube.

Last year, NIDO 3+5+ became the first brand in the Philippines - and across Asia Pacific - to launch Branded Viber Gems, an interactive ad solution from Rakuten Viber that animates specific phrases in chats, such as “Happy Mother’s Day.”

Developed with media agency OpenMind, the special Mother’s Day campaign brought festive yellow-heart animations to users’ messages, reinforcing NIDO’s role as a long-time ally of Filipino moms. With 65% of Viber’s local users being women, the partnership aimed to raise brand engagement and emotional resonance during a celebration centred on motherhood.

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