Aptamil

The baby club for a different kind of mum.

I helped evolve the Aptamil from being recommended solely by Health Care Professionals to a direct-to-consumer brand.

Where Cow & Gate mums are all about emotion, Apatmil mums are about organisation and science. Apatamil mums want scientific and nutritional thinking. They are uber organised, very much followers of the Gina Ford approach. So whilst we had to pull on emotion, the comms had to feature expertise up front. It was a tricky balance but we hit just the right notes.