Bangkok--9 Oct--Aziam Burson-Marsteller Care invests 75 million to launch the “Care Unlocks Babies’ Happiness” campaign reinforces its leadership in the baby talcum segment through “baby language” Colgate-Palmolive Thailand is launching the “Care Unlocks Babies’ Happiness” campaign with a budget of 75 million baht, to introduce a global baby communications expert who will reveal the amazing breakthrough of “baby language,” which is becoming widely popular with modern mothers worldwide. Care is using an assertive outreach strategy to spread knowledge about the baby language used by newborn to 6-month old babies, aiming to capture the professional channel such as hospitals while offering a direct experience to consumers. The campaign will enhance Care’s brand image of bringing happiness to the Thai families. Ms. Caroline Combemale, Marketing Director, Colgate-Palmolive Thailand, said, “As the baby talcum market leader and baby expert, Care always plays a pioneering role in innovating and introducing the latest in technology and product breakthroughs for our customers. Our latest move in July was the launch of new packaging across our entire product line that not only facilitates ease of use, but provides a more modern image resulting in Care’s sales growth of 3-5%”. “The ‘Care Unlocks Babies’ Happiness’ campaign is one of our largest campaigns and we have set aside 75 million Baht to reinforce Care as the ‘baby expert’ brand that brings happiness to Thai families. Our studies revealed mothers’ insights, that most mothers do not know the meaning of babies’ sounds, which means they are unable to respond precisely to the baby’s needs. This causes stress for mothers and can affect babies’ physical and mental development”. To support the launch, the company has organized a 360 degree marketing communications campaign to introduce the baby language to Thai mothers. These activities include a TV commercial entitled “You Know What Baby is Telling Mother?”, radio spots, magazine ads, POP materials, TV commercial scoops, as well as the “You Know What Baby is Telling Mother?” VCD that allows mothers nationwide to easily learn, distinguish, and understand the meaning of the four baby words at home by themselves.The company will also organize a workshop for consumers, shoppers, the professional channel such as hospitals. They will have a direct experience with Priscilla Dunstan, Care’s global brand ambassador, and Professor Alisa Wacharasindhu, a child psychologist; and Preeya Lorwatanapongsa, a speech and language pathologist, Faculty of Medicine, Chulalongkorn University, who will explain how to distinguish and understand the meaning of baby language and related tips to make mothers and babies happier. The workshop will take place on 11 October. “We are proud to introduce Thai mothers to the amazing breakthrough of baby language, which has been widely accepted by mothers worldwide, particularly in Australia and the United States. Mothers and families will have an opportunity to easily obtain this knowledge right here in Thailand through the ‘Care Unlocks Babies’ Happiness’ campaign to precisely understand the meaning of the four baby words. This will help to make the babies more comfortable and happy all day long as well as strengthen the bonds between mothers and their babies, reinforcing the Care brand proposition of bringing happiness to the Thai families,” concluded Miss Combemale. According to Priscilla’s findings, there are four words (sound reflexes) in the daily common sounds of newborn to 6-month old Thai babies. They are: 1) “Hei”, which is the most frequent sound of babies indicating that they feel uncomfortable because of wetness, hot and stickiness; 2) “Aer”, which means they have an upset stomach because it is full of gas; 3) “Awh”, which means the baby feels sleepy; and 4) “Unnah/Unnair”, which means the baby is thirsty or hungry. Additional Information Priscilla conducted research on babies’ sounds with over 1,000 babies from 20 countries worldwide. The key findings show that there are universal words (sound reflexes) in the daily sounds of newborn to 6-month old babies. The main reason the amazing ground-breaking “baby language” has been accepted is that it’s easy for mothers to distinguish and understand the meaning of the babies’ sounds and whether the baby feels uncomfortable, hungry, has an upset stomach or is sleepy. The mother can immediately respond to the baby’s needs, stopping the babies’ soundings, which Priscilla did to make a great impression on viewers of the “Oprah” show in the United States For more information, please contact: Satida Sritunyatorn or Jittima Maekharosthammakul Aziam Burson-Marsteller Tel. 0 2250 9871 Email: [email protected] , [email protected]