WE HELPED TURN A PRODUCT INTO A MODERN BRAND WITH A RELATABLE POINT OF VIEW

Cow & Gate have been in the business of feeding babies for over 100 years. However, the needs of parents and babies has changed radically during that time, and there was a need to refresh the brand with a more modern point of view. At a time when our target audience are turning away from ‘helicopter’ styles of parenting, Cow & Gate are in an ideal position to support a more instinctive approach.

There’s nothing more natural than happiness

Cow & Gate believe that happiness lies in following your instincts and letting little ones grow at their own pace. When other brands are all vying to give parenting advice, Cow & Gate want to keep it simple in supporting parents who want to bring up happy babies, by doing what comes naturally to them. Which often looks like playing together in a park (followed by a light snack). What could be more natural than that? So we decided to position babies like the wild animals they are, with the need to roam free and explore.

A first step into the wild

This campaign is the first stage of a broader brand refresh which will reinforce Cow & Gate’s natural credentials, and will also include a packaging redesign and new website.  The initial activity will also include digital advertising focusing on the product credentials, delivering a host of messages targeted to different mums - all tailored to their child’s natural needs at the stage of their development.