The agency network played a crucial role in conceptualising the partnership and coordinating all aspects from creative to commerce and managing media planning.
Ho Chi Minh City, 1 June, 2024 – OMD Vietnam and Sanofi have conceived an unprecedented partnership between Sanofi’s Lactacyd Baby Wash and CoComelon producer, Moonbug Entertainment. The groundbreaking partnership and IP deal is a market-first for Lactacyd and Moonbug in Southeast Asia combining branded content, consumer product licence, advertising on CoComelon’s media ecosystem, and points of sales. It encompasses an original 60-second song and animation featuring Baby JJ and Melissa (JJ’s mom) using Lactacyd at bath time, on-pack branding, and e-commerce activations across Indonesia, the Philippines, and Vietnam.
Commenting on the partnership, Heejoo Won, Head of Marketing Lactacyd APAC, Sanofi, said, “This association mirrors a shared commitment to fostering strong bonds between parents and children through positivity, joy, and music. With Cocomelon’s widespread popularity among our target demographic in Southeast Asia, initiating this partnership in three of our key markets was a natural progression. We are thrilled about the potential.”
Within a competitive category, Lactacyd BBW recognised the need for a campaign that resonated emotionally with parents to raise the brand love and association in the 3 markets. OMD and the brand decided therefore to drastically change how the brand approached their choice of media channels and conceptualised the idea of collaborating with CoComelon.
” We’re thrilled to partner with Lactacyd with a new, original song and animation featuring the brand alongside CoComelon characters,” Said Simon Barnett, Director of Ad Sales & Brand Partnerships, APAC at Moonbug Entertainment. “A first-of-its-kind partnership for CoComelon in the region, this is a testament to the CocoMelon popularity in Southeast Asia.”
This partnership will be promoted through multiple touchpoints including but not limited to key opinion leaders, terrestrial TV, digital media, in-store promotions. The brand will as well develop 3D OOH in Manilla, Ho Chi Minh City and Jakarta.
Uyen Diep Nguyen, Head of Innovation/Lead Lactacyd APAC, OMD Vietnam said, “From the outset, we envisioned a partnership that would forge an emotional connection between JJ and the Lactacyd brand. This represents Sanofi’s inaugural foray into licensing on such a scale, and we anticipate substantial growth in the Philippines, Vietnam, and Indonesia.”
Led out of Vietnam, the agency is working with its OMD counterparts in the Philippines and Indonesia for media planning, while collaborating with MediaMonks for creative and Visual Latina for in-store executions. The campaign officially launches today in Vietnam and Philippines and will be rolled out in phases – OOH activations in August and Indonesia in September
Julien Courant, Chief Operating Officer, Omnicom Media Group Vietnam added, “This campaign epitomises our agency’s platform-first approach, recognising the pivotal role of creative media in engaging today’s dynamic consumers. This partnership signals just the beginning.”