Wyeth Nutrition celebrates 100th anniversary with campaign via McCann Shanghai amplifying the transformation of contemporary Chinese families

Wyeth nutrition celebrates its 100-year anniversary with the launch of an integrated branding campaign. The focus of the communication highlights the sacrifice and commitment parents make raising their young children, and what it takes to be a great parent today in Chinese society.

McCann Shanghai created a TVC featuring a series of different Chinese modern family scenarios where we see a child interacting with his or her parents. One scene shows a mother who once loved sleeping in, now wakes up at 06:00am to get breakfast ready for her young boy and husband. Another scene focuses on a young father who once was a global travel enthusiast, now sees his daughter as his whole world, snapping photos of his daughter at her dance class and then creating a photo album to collect the touching memories.

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The ad points out the most common changes young Chinese parents make for their children to provide them with a better life. Each parent has undergone a transformation all for the future well being of their child because that’s the greatest gift they can ever receive.

David Zhang, GM of Wyeth Nutrition Great China Marketing & E-commerce said, “Great content and storytelling is so important now for any brand. At this special occasion, we don’t want to just talk about our product or our development history, instead we’ve placed our consumer, our greatest brand advocates, at the forefront of the communication. Each scenario in the film is based on the true stories that captured the true spirit of our brand in a powerful, and authentic way.”

The philosophy behind this ad is to truly showcase the powerful transformations in parents’ lives and every positive change they make for their children throughout their path of becoming better parents.  Ellen Hou, group-managing director of McCann Worldgroup Shanghai, commented on this campaign, “we believe in humanity and we’re putting that humanity and truth into the soul of our marketing approach. It’s a heartfelt way for a brand to celebrate its 100 years of impact by exploring stories of their eternal loving sacrifices and transformations they have made to become better people but more importantly better parents.”

Beyond the film, this is a fully integrated communication campaign touching all touch points including print ads, ooh, social pushes as WeChat sponsored ads for the full version of the TV commercial, as well as a dedicated engaging website built to encourage and showcase user generated content of parents sharing with the world the way having their own child changed their lives.

Additionally, McCann shanghai designed a series of gifts to award the young parents in a more social-emotional way, such as baby bibs with funny messages, such as “before my mom used to love selfies, now she only takes photos of me!” or “before, my mother used to be beautiful woman, now she’s a superwoman”. This Campaign will continue till the end of August.