To celebrate its 100-year anniversary, Wyeth Nutrition has launched an integrated branding campaign to highlight the sacrifice and commitment parents make for raising a child, and the transformation of today Chinese families.
The campaign includes a 60-second TVC featuring a series of different Chinese modern family scenarios to show how a child interacts with his or her parents.
David Zhang, general manager of Wyeth Nutrition Great China Marketing & E-commerce, said that great content and storytelling is so important now for any brand.
“We don’t want to just talk about our product or our development history, instead we’ve placed our consumer, our greatest brand advocates, at the forefront of the communication.”
“Each scenario in the film is based on the true stories that captured the true spirit of our brand in a powerful and authentic way.”
Apart from the TVC, the campaign spans across all touch points including print, OOH, social media such as WeChat sponsored ads, as well as a dedicated website built to encourage and showcase user generated content of parents sharing the way having their own child changed their lives.
There is also a series of gifts to award the young parents in a more social-emotional way such as baby bibs with funny messages like “before my mom used to love selfies, now she only takes photos of me!” or “before, my mother used to be beautiful woman, now she’s a superwoman”.
This campaign will run till the end of August.
Project：100 YEARS BRAND CAMPAIGN
Creative Agency：McCann Shanghai
Creative Director：Manco Wei
Art Director： Pipi Liang, James Jiang, Paco Jiang
Copy Writer： Jiayi Xu
Strategy：Henry Shen, Susie Ma
Account Service：Irene Gu, Cassie Sun, Rosanna Xue, Doris Zhan