To help Walmart and Mead Johnson grow the formula category, we took a deep dive into all things infant formula and made loads of valuable discoveries.
Parents were overwhelmed with formula options and not confident in picking what formula was best for their baby. So we created solutions that would make navigating the many options easier, more educational, and would also give mom confidence in her formula choice.
My role on this project was leading a team of creatives to ideate three unique approaches with varied tones and visuals, make sure each of them came to life on-strategy and on-brand (for both the retailer and brand), uncover ways to solve the varied issues of the ask, and make sure each tactical element came to life in a smart and impactful way.
Happy Tummy, Happy Baby: soft, warm, cozy cues
Nourish Like a Natural: confident, optimistic, 'you got this!'
The Scoop: upbeat with simple science cues
By breaking all the information down into easily digestible nuggets, using a friendly and encouraging voice, communicating information all backed by science—all with a strategy backed by data—we designed three unique signage packages. Each of which included color blocking like-products and helped communicate what each product is specifically for. The third option included a helpful touchscreen experience.
Good
Better
Best
All of the options included information that was simple to understand, but very helpful in navigating the complex options in the aisle. We created these in the form of mini shelf signs or shelf strips.
Sampling of mini shelf signs
Shelf strips with Text feature
Our recommended option included a ‘text for the full scoop’ feature that would deliver added information directly to the shoppers mobile, and would lead to specific product information.
To create awareness of the new aisle solution, we also put together omnichannel support that included a sponsored facebook carousel ad, on-site and off-site banners, Walmart email, buying guide on walmart.com, and informational sections on individual product pages.
Sponsored Facebook Carousel Ad
Walmart email
Buyer guide on Walmart.com
Informational sections on individual product pages
On-site header within Walmart.com
Off-site banner
The finalized solution became more Enfamil-specific and branded versus Walmart-branded and wholistic to the category. The foundation of the finalized solution was rooted in the work above, and has been noted as Best in Class by the Path to Purchase Institute.
Concept work / Catapult / Creative team included: Cassie Wenger, Cynthia Stucker, Jonny Grubb, Lea Sullivan and Brian Hayes.