Abbott is a globally renowned manufacturer of nutritional products trusted by millions of parents, primarily thanks to its Similac brand. However, in some regions, it was less well known that Abbott also offers Pediasure, a complete and balanced nutritional supplement for children aged 1 to 10.
Pediasure is designed specifically for children at risk of malnutrition due to picky eating. The main challenge of the campaign was to raise awareness of the brand in Latin America and show parents that Pediasure is a practical and reliable solution.
Main campaign objective
The main objective of the campaign was to raise awareness of the Abbott brand outside the infant nutrition sector. Parents know Abbott primarily for its Similac products, but are often unaware that the company also offers Pediasure, a nutritional supplement for children aged 1 to 10.
The campaign therefore focused on strengthening awareness and showing that Pediasure can be a solution for picky eaters at risk of malnutrition.
Strategy
A key element of the digital strategy was the implementation of the PRADO platform’s contextual targeting engine in popular mobile games in Spanish-speaking countries. Abbott, in collaboration with the PRADO network, deployed static banners and 30-second videos that parents watched during positive moments, such as after achieving success in the game. The ad was thus displayed at a time when the target group was fully engaged and open to interaction.
Thanks to its wide reach, the campaign reached several Spanish-speaking countries. Various localized versions of the Pediasure product were promoted, including soluble powder and ready-made nutritional drinks. The emphasis was on raising awareness and promoting sales.
Exceptional campaign results
The campaign delivered exceptional results, mainly thanks to the combination of educational content with positive gaming moments, which ensured a high level of engagement. In addition, the massive reach made it possible to effectively target parents in key regions and introduce them to the value of the product.
Another significant benefit was the strengthening of the Pediasure brand’s position as a reliable solution for parents of picky eaters who need complete and balanced nutrition.
