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SMA had been at the forefront of baby nutrition for over 90 years; however, the category was dominated by strong brand blocking from blue, science-led Aptamil and the friendlier, red Cow & Gate brand.

The SMA brand communication, ‘You’re Doing Great’, resonated with consumers but wasn’t coming across at shelf.

To bring this to life, we introduced a new warm yellow as a brand colour and a ribbon device that conveys the growth and development of mum’s little one.

"The ribbon appeals to mum’s emotional side and seduces the eye on a journey across the shelf. It also creates an easy framework for highlighting the functional benefits as a final re-enforcement to help mum feel that she is indeed doing great."