Aptamil
Leveraging a long-term strategy, Aptamil reversed the brand’s category decline and achieved category leadership with this campaign.
in Baby Formula.
market share, climbing from 27% to 31%.
sales growth achieved during the Baby & Toddler event (vs same event last year).
Campaign Background and Objectives
Leveraging a long-term strategy, Aptamil and Cartology partnered to reverse the brand’s category decline and achieved category leadership with this campaign. The aim was to maximise entry-point recruitment (grow new-to-brand customers by differentiating the brand); retain existing brand shoppers across their lifecycle (target existing shoppers and increase visibility) and stand out during key baby and toddler events to increase awareness.
Aptamil faced significant customer loss, with retention issues particularly pronounced at later stages (3 and 4) compared to entry points (1 and 2).
The category leader was dominating category growth by capitalising on key events and driving stronger acquisition.
Aptamil faced low brand visibility and a low share of voice in the category.
Solutions and Results
A year-long, insight-driven media and customer strategy by Nutricia and Cartology reversed brand decline. Despite category restrictions, the partnership redefined value through media and Cartology's ecosystem, focusing on early customer choice and Aptamil loyalty. Innovation included new targeting (BIG W customer segments for Off Network, Milk Run POC for younger Millennials/Gen Z). Media strategy: brand salience (CPP, digital media), Everyday Rewards (always-on), and shared event/bold brand activations for exposure. Aptamil achieved category leadership through a year-long, strategic collaboration praised as a "true testament to long-term collaboration," built on shared objectives and early alignment.
Results were described as outstanding, moving Aptamil from the #2 position in decline to the market leader in Baby Formula by proving the power of a sustained, insight-led partnership.
• FY25 Sales Growth of +16.3% (vs STLY).
• #1 in Baby Formula.
• +4pp Market Share, climbing from 27% to 31%.
• Achieved +24% sales growth during the Baby & Toddler event (vs same event last year).
• Customer retention increased by 8.6% in H2.
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