Danone’s Milupa range is advertised in a new spot created by Ireland’s leading creative agency, Chemistry.
The 30-second advert features three babies – Jack, Emma, and Amy – aged 6, 9 and 11 months, in soft baby carriers, being “helped” by the parent holding them to dance to the rhythms of a cover of Chic’s 1977 classic disco song “Everybody Dance”. “As your baby develops, they need the right textures and nutrients. That’s why weaning takes time, all the way to one year,” the voiceover says, mentioning that “Milupa cereals can help your baby get the right nutrients every step of the way”.
The spot also informs that Milupa cereals contain iron, which contributes to normal cognitive development, calcium and vitamin D, which are needed for normal growth and development of bones. However, they should be part of a varied weaning diet. The brand reminds viewers, through small onscreen lines, that breastfeeding is recommended for the first six months of life and that weaning should begin around six months. Parents are advised to speak with a healthcare professional if they think their baby needs solid before six months.
Milupa range includes Sunshine Orange (milk, cereals and orange – to be used from 4 – 6 months onwards), Banana Cereal (milk with rice and banana – to be used from 4 – 6 months onwards), Banana Bedtime (milk with cereals and banana), and others.
Chemistry has also created campaigns for Lidl, Club Orange, Tesco Mobile Ireland, Bord na Móna, one of Ireland’s most iconic brands and one of the world’s most innovative companies in the field of sustainability, Irish Examiner, Club Zero, Irish Cancer Society, Low Low, Stena Line, and more. The agency was THE MOST GILDED AGENCY at the 2018 ICADs with 3 GOLDS for best film campaign (Lidl Trolleycam), best radio (Examiner – Kyl O’Ren) and best integrated and earned media (Examiner – Alt right).