#WhenIGrowUp

On May 30, 2018, a unique for Russia food production for young children was opened in Noginsk. The Farmalakt company is the only plant in Russia where mixtures, cookies and tea for children are made under one roof. The volume of investments in the project amounted to 1.35 billion rubles.

A qualitative study that we conducted in several cities of Russia vividly showed us the scale of stress experienced by a modern mother. Society presses on her, deciding from all sides what a “good mother” she should be. She worries at every stage of her baby's growth, comparing his development with the average norms from the tablets on the Internet, the memories of her own mother or with the stories of her friends about their children.

Any deviation from these norms immediately awakens in her fear for the future of the child and a sense of guilt. As a result, very often mothers feel that they are doing something wrong: little care, little communication, few vitamins, in general, somewhere it was the mother who didn’t finish it and didn’t finish it. But this is fundamentally not true. Mothers give maximum of their time, attention and love to babies, laying the foundation for a very distant future. It is important for them, like no one else, to have support and a constant reminder that they are doing everything right in relation to their child.

No one from moms will feed her baby something they're not sure about, and the market offers a wide variety of choices among established players. The same brands have reigned at the top of sales in this category for decades, and in order to be among the category leaders, you need to come up with a truly unconventional solution that could convince young parents to try a new product. In the process of research, it turned out that young mothers are often not sure whether they are feeding their baby correctly, often turn to social networks and the Internet in search of answers to their questions. In this regard, our task was to find an approach to young mothers and show that the brand speaks the same language with them, understands their emotions and offers a solution that meets their daily needs.

The project team spent a lot of time on the "parent" forums and communities where young mothers could openly talk about their feelings. We communicated with real mothers, looking for those with whom we could discuss their needs, fears and hopes among our acquaintances. We really dived deep into the subject of child development, and from this dive, insight for the brand was born. Mothers make every effort to develop the baby, and the main reward for them is to know that they have raised a healthy and happy person. Looking at him, they will remember the whole way of his growing up and be proud not only of him, but also a little of themselves. And our packaging just promises those future moments, encouraging moms that they can handle it.

To reinforce their confidence, a name was coined with an open form and beginning with a hashtag (#), which is already so familiar to all of us: #WhenIGrowUp. It’s as if the kid has already grown up and says to his mother: “Well done, you did everything right when I was little!”.

Each SKU reveals this name-phrase in its own way. When I grow up, I will hug you. When I grow up, I will be strong. When I grow up, I will take care of you. When I grow up, I will smile, I will be a traveller, I will support you, etc... The number of variants of such phrases developed by us was more than 50. This decision gave the idea for the concept of social networks: each post of the brand begins with a similar phrase, revealing how this or that product #WhenIGrowUp helps a mother to raise her child smart, strong and beautiful.

In the course of the research, the audience noted “fatigue” from overly bright and flashy packaging, so for this brand we decided to use soft, pastel colors. For each of the 6 product categories, we came up with a character, each of them interacted with the food zone in its own way. The packaging design itself is traditional for this category - a large trademark, hallmarks, a "delicious" food zone and funny characters illustrating the concept. In total, LINII agency developed about 65 SKUs.