HOW TO LOCALISE MUSTELA’S GLOBAL CAMPAIGN FOR ASIA PACIFIC & STRENGTHEN THE BRAND’S POSITIONING?
In 2018, Mustela Global launched a new campaign titled #IWant, to give a voice for babies.
Following this, Mustela APAC tasked 1969 to localize this successful formula for the Asian markets around a more specific baby’s want: Natural Skincare.
The challenge for Mustela APAC is not only to make aware and reassure mothers of their product’s natural ingredients, but also to convince a conscientious audience who always want the best for their baby.
To adapt the global campaign around the naturality of the Mustela brand, and relate to mothers through clever and playful social media formats around the campaign messages:
- Babies want effective, powerful and natural skincare.
- This is why babies will love Mustela’s exclusive Avocado products.