Aqua Nanny is children's water bought by people who aren't children. Mothers buy it: the most attentive, most anxious and most falseness-sensitive audience on the internet.
The brief sounded simple: make a landing page. In fact: make a page a young mother will believe within the first five seconds.
A soft palette, honest answers to a mother's questions instead of marketing incantations, and the product inside daily rituals — bath time, a walk, the first solid food.
This is one of those projects where we worked out a rule that later became our standard for every “kids'” brand: from Aqua Nanny to Milupa and Nutricia.
