Made for Happy Little Tummies
Karicare Toddler
The joy of a happy tummy
We reframed Karicare Toddler’s positioning of ‘gentle nutrition’ from a functional claim into an emotional truth. By celebrating belly laughs as proof of happy tummies, we reconnected with parents to rebuild brand love against newer rivals.
Background
Karicare Toddler is an infant formula competing in a heavily regulated pharma-esque category. It had fallen into the trap of focusing on functional comms and it’s positioning of ‘gentle nutrition’ had become category generic, however we could not change it.
Challenge
Once a trusted favourite known for its natural ingredients, Karicare Toddler had lost ground to newer entrants who were connecting more effectively with young parents. These competitors built emotional relevance while Karicare Toddler remained stuck in functional messaging.
To rebuild brand love, we needed to bring ‘gentle nutrition’ to life in a way that felt fresh, human, and emotionally meaningful.
Strategy
Parenting is stressful, but every so often a small moment makes it all worthwhile.
We identified that nothing influences a baby’s mood more than their tummy, a happy tummy means a happy baby. By reframing ‘gentle nutrition’ as the source of these joyful moments, we could show that Karicare Toddler creates the happiest babies, turning functional nutrition into emotional celebration.
Solution
The biggest laughs come from the belly. We celebrated the joy of happy tummies through the happiest tummies of all, those with belly laughs. The film was created through a UGC montage that was authentic and relatable compared to the hyper-polished and perfect representation of parenting commonly used in the category.
Results
Campaign was launched after I left for London.
