- Product use repositioned
- Targeting change in consumer perception
Parents know they can serve up an Abbott’s PediaSure health shake when their fussy-eating kid won’t eat breakfast. But from Abbott’s perspective, that view was limiting the product’s usage occasions.
They wanted parents to also think of PediaSure as something to serve as part of a normal, everyday
breakfast for complete, balanced nutrition, giving kids everything they need to power through their day. So we created an idyllic, wholesome day-in-the-life of a boy at home with his mum, delivered with educational authority as a Whatsnew? Masthead.