Milupa was our longest daily marathon in the kids' category. Monthly content plans, a signature yellow you can't confuse with anyone else's in the feed, and the bear — a mascot who effectively became a team member.
We knew his wardrobe, his mood and his schedule better than our own.
What was inside that marathon. New product launches with 3D pack shots prepared so that you want to take the product off the screen.
New Year activations with December planned day by day. Blogger campaigns, from picking the faces to the final report. Taste research: instead of desk hypotheses, real questionnaires for mothers who honestly said what the child eats and what ends up on the floor.
And then we took the brand into the real world: the yellow Milupa tent at festivals for parents with children, photo zones with the bear in shopping centres. Online brought people to the tent; the tent sent them back to the feed.
A separate line: charitable collaborations. Together with the “Tvoya Opora” foundation, Milupa helped those who needed it most. In the kids' category this isn't box-ticking CSR — it's exactly why mothers stay with a brand for years.
