THE CHALLENGE

A multinational pharmaceutical company saw an opportunity in the kid’s wellbeing space and was looking to develop a new brand that is created with the perspective of kids and mothers in mind.

THE APPROACH

We conducted in-depth interviews with mums, pediatrician and childcare experts to explore the values and tensions related to parenting. We identified opportunity territories which helped the creative agency to create concepts for the new brand. We engaged mums in a co-creation workshop to optimise the concepts and gain inspiration for the potential product range.

THE OUTCOME

The study armed the company with contextual understanding of dominant and emerging schools of thought in Japanese parenting. The insights supported the company in developing clear directions for the new brand that ensure cultural relevancy and appeal to Japanese mums.

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