APTAMIL: #1 Brand Chosen by C-Section Moms
Background
Aptamil is one of the most respected names in early childhood nutrition globally, known for its symbiotic formula, scientific credibility, and premium positioning. In Cambodia, Aptamil entered a sensitive market with a cautious and highly regulated consumer base, where nutrition decisions are emotionally charged and often guided by both peer experience and professional consultation.
Unlike typical FMCG products, milk formula brands like Aptamil compete in a category where direct claims, comparative advertising, and promotional messaging are tightly regulated. This means success depends heavily on earning trust and being present at the exact moment of decision.
Challenges
In a market with shifting parental expectations and a mix of traditional beliefs and modern research, Aptamil needed to:
- Break through as a science-based but emotionally warm brand
- Reach high-potential moms at the decision-making point
- Build early brand preference and recall without crossing compliance boundaries
In short: Aptamil had to become the brand of first choice, even before moms started actively shopping.
Strategy and Approach
Through the OXYGEN MATRIX™, we mapped out the full consumer journey:
- CODE™ helped us understand how Cambodian moms blend advice from friends, elders, doctors, and online communities to make nutrition decisions.
- CORE™ identified key triggers—concerns about immunity, gut health, and developmental milestones—as core emotional drivers behind the brand choice.
- RADAR™ revealed that while many brands talked about benefits, few connected scientific performance with emotional clarity.
We positioned Aptamil around:
“Symbiotic Nutrition for 27x Stronger Immunity”
And built the brand idea:
“The Number 1 Brand Chosen by C-section Moms”
—designed to connect with a medically-informed, higher-value audience who seeks reassurance in both data and care.
Creative Idea and Execution
Our approach focused on soft education, expert-backed storytelling, and human-led content that delivers value while establishing trust.
- Content streams focused on topics moms care about: immunity development, digestion, nutrition science, and emotional wellbeing
- Real stories, real families: We built social validation through empathetic storytelling, avoiding exaggerated claims and dramatization
- Emotional elevation: We emphasized Aptamil’s role in enabling strength and resilience—not just for babies, but for moms navigating complex decisions
The brand’s voice was warm, intelligent, and assuring—projecting confidence without superiority.
Result
- Aptamil achieved its sell-out targets and growth goals in its target market
- Built high brand recall and favorability among premium consumers, particularly C-section and first-time moms
- Earned a growing reputation as a credible, science-backed brand in a category that demands both performance and emotional trust
