Bellamy Organic
Go to Market Strategy, Copy, Campaign Concepts, Storyboarding
© Kimberly Handoko, 2022
In collaboration with HANDOKO LA
BELLAMY AUSTRALIA is Australia's largest organic infant formula producer and ready to dip their toes in the South-East Asian market. Although there are many premium brands available, there is currently none that can hold the coveted and difficult to maintain title of "Organic Certified".
A comprehensive go to market strategy and visual concepts for execution that fits within a tight budget is needed for them to take the next steps to test the waters.
"Because hope deserves the best from you"
The word 'hope' in this instance has more connotations in Indonesian such as 'Expectations', 'Outlook', 'Trust'. The future deserves its best chance and we must do our best to cultivate a better tomorrow.
Additionally the word "pure" was not approved for marketing usage by BPOM.
ORGANIC
WHOLESOME
GENUINE
UNASSUMING
PROUDLY #2
Bellamy is about believing the idea in giving the best possible milk for infants, which is why they chose and rigorously maintain being organic; "as close to nature as intended". Bellamy should heavily endorse breastmilk as it is still the best possible milk for infants when available.
STRATEGY CONSIDERATIONS
Although there are many premium milk brands available in Indonesia, none can be considered truly certified organic. Being the first fully organic brand, Bellamy has the opportunity to do something different and lead by example. The listed strategies are a mix of common and out of the box strategies that can be implemented for Bellamy to achieve Top of Mind status.
SOCIAL MEDIA ENGAGEMENT
Utilize social media to create unique and funny content for further brand engagement. Rough around the edges but relatable are currently favoured and more trusted than polished advertisements. Chosen KOL are likely to already be using social media or taking many pictures / videos of their children and it may not be a difficult transition.
CAMPAIGN CONCEPTS
MESSAGE FOCUSED
The tagline is the highlight as it is a call to action for consumers to do what is best for their children.
GAMBLING ON
FISH OUT OF WATER
Due to the urban nature of most of the key campaign locations, advertising organic and farm life may not be the most relatable but it is desirable. As smog and pollution is a common everyday hazard, people may yearn for the fresh air and the idyllic grass plains dotted with the iconic black and white cows.
"ORGANIC" FOCUSED
Ingredient/product first to convey honesty and transparency in the products. We want to say that Bellamy products speak for themselves!
ANIMATED PLAY
Due to the humid and sweltering nature in most of Indonesia, most children play and run around inside air-conditioned malls. Animated posters featuring different graphics can play pied piper to the children which in turn will draw the attention from their parents, our real target.
CHILDREN FOCUSED
Children by themselves garner a lot of attention from adults with or without. They also can instill deep emotions for consumers with them or expecting.
Mom's Love Letter to her child
A prototype commercial of a mother reminiscing of her journey to become a mother and what she hopes the future will be for her child. The hope is to show relatability and that Bellamy is not just supporting the children that consumes the product but the caregivers as well.