Campaign details
Brand: SimilacBrand owner: Abbott LabsLead agency: MediaCom Connections Tel AvivContributing agencies: Keshet/Mako, Kiiroo Desiger Interactive Sex ToysMarket: IsraelSector: Baby foodMedia channels: Content marketing, Email marketing, Merchandise & free gifts, Packaging & design, Public relations, Word of mouth, influencersBudget: 500k - 1 million
Executive summary
Similac is a challenger brand in Israel's infant formula milk market. Its mission was to ensure that those mums who needed or wanted formula chose Similac.
The point of market entry for infant formula in Israel is the moment...