Jennewein

Successful balancing act between science and emotion

Jennewein is the first biotechnology company able to produce human milk oligosaccharides (HMO). These complex sugar molecules are identical in structure and health-promoting effects to natural HMOs from breast milk. Thanks to this groundbreaking innovation, for the first time non-breastfed children can also benefit from the positive attributes of HMO. Under the label "Mum's Sweet Secret", the aim is to commercialize HMOs as baby food on an international scale - in a market that is both highly sensitive and highly restrictive, with very different regional requirements.

Kunde
Jennewein
Branche
Lifestyle
Projekt
Brand Strategy
Digital & Motion

The strategy: We supported the international launch of the new product right from the start: with comprehensive analyses, international market research and intensive workshops. On this basis, we developed a sustainable brand strategy and designed all communication materials. HMOs are the very best part of breast milk - we first placed this message with physicians using factual and scientific argumentation, winning them over as multipliers and advocates. By means of an emotional address and a descriptive explanatory film, we also sparked the interest of young mothers.

The result: Our expertise in the communication of complex topics requiring explanation paid off. The balancing act between scientific and emotional appeal proved to be successful:  the launch was off to a great start and the product a success in the market.

Jennewein