Similac - Strong Kids Learn Faster

This campaign introduces the concept of HMO as a key ingredient for strengthening immunity, so Similac now delivers a ‘cognition plus’ benefit for children. A regional campaign for SEA.


THE CAMPAIGN ESSENCE

We’re very proud that Similac is the first IMF in the world to launch an HMO formulation. So we wanted to find a way to foster conversations about being first that didn’t feel forced or unnatural.

Fortunately, if there’s one thing moms love to celebrate, it’s their kids’ “firsts” – especially when their child manages to reach a milestone (a “first”) ahead of her peers.

So we developed a charming story about a little girl who, thanks to a strong immune system, is able to learn early, fast, and without interruption. A source of pride and delight for Mom, and for the viewer, an emotionally resonant demonstration of the premise that “strong kids learn faster.”


Agency: Leo Burnett
Executive Creative Director: Mithun Mirji
Creative Director: Angie Featherstone and Eirma Webster
Art Director: Jimmy Kim and Christie Lee