Bibicall baby food communication strategy

Bibicall is a producer of baby formula made from New Zealand goat’s milk. The unique feature of the product is its reduced allergenic potency compared to cow’s milk. To help the brand earn the trust of mothers, Art. Lebedev Studio conducted an extensive research and developed a communication strategy.

The main customers of Bibicall are mothers who have lost their breast milk and thus unexpectedly face the need to purchase formula. In-depth interviews revealed that in such an urgent and difficult situation, it is easy to become overwhelmed by contradictory information, yet one can easily encounter judgmental comments where the very decision to switch to artificial feeding is stigmatized. This makes a woman feel like a bad mother for not being able to breastfeed.

The brand, however, offers support and promotes a positive outlook: it’s not the type of feeding, but the mother’s psychological state that influences the baby’s health and happiness.

The communication platform is built around the idea that today’s mothers are “mothers of the present generation”: alive, sensitive, always different, but certainly doing enough, even when switching to formula.

In addition to the main idea, there is a whole set of product and brand messaging: what and how should be communicated about the brand and the product to make even semi-medical topics understandable to a wide audience.

Thanks to this document, a clear narrative has been established on the website: doctor recommendations are prominently featured on the homepage, instructional videos are added, as well as “Bibiclub” with articles and expert opinions. Additionally, a “Very Personal Page” has been established, where mothers can keep records, track their baby’s growth and seek advice and support.