Mead Johnson & Company, an American division of Reckitt Benckiser, are a British multinational consumer goods company and a leading manufacturer of infant formula both domestically and globally.  Earlier this year, Mead Johnson approached Ripe to conceptualise and bring to life a brand new immersive and experiential retail experience across several international airports. Recognising the value within travel retail with a particular focus on families travelling young children, Mead Johnson knew it was time to push boundaries. 

A Digital & Travel Retail First For Multinational Mead Johnson Nutrition & Their New Concept Store.

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End-To-End.

We mapped, designed and developed the full O2O digital experience.

Content Creation.

Copywriting, design, 3D visualisation, and videography. A tailored brand solution housed under one roof.

Social Strategy.

A clearly defined user-generated social and sharing strategy to drive awareness and conversion.

Detailed Insights.

An integrated solution to track customer behaviour across both Western and Chinese consumers.

Promotional Video For Schiphol Airport Website.

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The Insight.

Demonstrating Mead Johnson’s commitment to nutritional excellence for infants and children using only the best quality ingredients, we created an immersive end-to-end creative and digital experience for each step in the process within supply chain. In addition, a gifting workshop and an exclusive private feeding pod were added to further enhance the appeal and commitment to an entertaining yet relaxed journey for travelling families.

 
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The Idea.

In order to drive awareness and attract new customers, something that was uniquely beyond the regular retail environment was required. A family marketing approach that delivered moments of surprise and delight and harnessed nutritional and medical expertise was key across entire consumer journey in order to bring our idea to life.

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Every Touchpoint.

We were responsible for all promotional materials including flyers, children's activity passports, priority pass invites and signage to enhance brand awareness and draw customers closer to the campaign.

 
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A Dedicated Campaign
e-Commerce Solution.

An exclusive microsite connected to each experience within the Concept Store. All accessed via QR codes around the airport plus e-commerce integration to all international online stores for maximum reach and conversion.

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