The Challenge
With rising competition and low differentiation in the Growing Up Formula category, NESTLÉ NIDO® 1+ was facing challenges in recruitment and retention. There was a growing need to build trust and highlight the brand’s role in supporting toddlers’ nutritional and developmental needs.

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The Idea
To strengthen its connection with mothers, NESTLÉ NIDO® 1+ introduced the “NIDO Experts” platform, bringing together expert guidance and relatable parenting stories through Sanam Jung. The brand’s own assets were used to create meaningful awareness, while PR helped amplify the message and spark engagement.