Nestlé Infant Nutrition brands were all fighting separately to win with parents but struggled to connect with parents in the early stages of pregnancy (which is when many parents make decisions about infant nutrition), due to the WHO formula milk advertising code, which restricts advertising for early-stage products. Ogilvy identified that, by bringing together the individual brands to create a parenting platform, it could build trust across the portfolio. Ogilvy knew improving brand trust in pregnancy, there'd be an uptick in market share by up to 4% in some markets. From search analysis findings, Ogilvy discovered content was deemed the best way forward, but, to differentiate, Ogilvy needed to go beyond merely providing content to uncover the deeper needs of parents. So, Ogilvy commissioned the Modern Parenting Index to look deeply at the stresses and challenges of parenting today. We unlocked a box of hidden pressures from society and social media that were piling on the stress of parenting and leading parents to doubt themselves.
Ogilvy realised the need for real empathy for the pressures on parents, and that what they needed to remove some of this stress was to feel more confident in their own parenting choices. This was not going to be accomplished by any one brand, but rather the collective of Nestlé brands and an all-new platform that was not focused on selling products.