Talk to the mom

Challenging category communication norms for an infant-oriented category

The brief was to identify the most resonant motherhood codes in Asia, to create distinctive communication for an infant formula milk brand.

We found that motherhood has moved into a highly anxious and scientific space. Measurement reigns supreme and the mother constantly feels judged. Quantum felt that it is time to shift the conversation to the mother of today, putting her at the centre and directing a more empowered conversation that respects her choices. We needed to push the focus towards enjoying motherhood.

Working with the client team we developed a framework for motherhood, plotting brands, visual and verbal expressions into the different codes. Using this, we designed a creative brief and guideline for the brand to activate the new code of motherhood in the new comms.

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