Unicef BreastMilk Campaign - "Materna"

Leo Burnett Venezuela C.A.

Leo Burnett Venezuela C.A. Caracas, Venezuela

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Titel	Materna
Agentur	Leo Burnett Venezuela C.A.
Kampagne	Materna
Werbende	UNICEF
Marke	Unicef BreastMilk Campaign
Datum der ersten Ausstrahlung/Veröffentlichung	2010 / 2
Geschäftsbereich	Gemeinnützige Organisationen
Slogan	World's Best Product For Babies
Philosophie	Mother's milk as a brandSeeking to promote breastmilk in Venezuela, where over 70% of mothers do not breastfeed, UNICEF took breastmilk and packaged it like a formula brand. With the brand name La Leche Materna, and packaging shaped like a woman's breast, it was positioned as the 'world's best baby milk' to compete against formula milk brands and sold in supermarkets and grocery stores. The campaign reached over two million women.
Problem	Breast Milk is not considered by many families in Venezuela, to be more accurate, almost 72% of moms don't give a 100% breast milk diet to their new borns. Venezuela is a country where the baby formulas rule thanks to many health and beauty myths.
Ergebnis	The campaing reached over two million women in POS and had a great donation impact in Univef's breatfeeding campaing.
Medientyp	Verpackung, Marke & Design
Herstellungsleiter	Dominique Maurice
Produktionsfirma	Magaly Mayo
Produktionsmanager	Nivia Cuevas
Art Director	Eduardo Gomes
Image Design	Johann Boscan
Texter	Andrea Gil
Texter	Julian Guarin Barkach
Creative Director	Ali Armas
Executive Creative Director	Fabian Bonelli