Tastes Like Relief

SITUATION 

Pepticate, an eHF infant formula was entering a market full of sameness. And there was a lack of awareness & usage of the brand due to the eHF category being dominated by two well-known brands.

OPPORTUNITY

Position Pepticate as the hypoallergenic formula you don’t have to make compromises for, become #3 in the market and gain 5% market share by 2027.

RESULTS

44% INCREASE in average monthly sales since launch

29% INCREASE in HCP engagement for display ads

57% INCREASE in consumer engagement for display ads

In the vast world of baby formulas, parents are often overwhelmed by a sea of options. However, when a baby has a cow’s milk allergy and requires specialized formula, the choices become strikingly limited. In the U.S., the hypoallergenic formula market has been dominated by two entrenched brands for decades, with messaging focused solely on one question: does it work?

Pepticate, a new entrant to the U.S. market, faced an uphill battle—low brand awareness and a near-zero market share.

Through primary research with healthcare professionals and parents, we uncovered a latent demand not explicitly voiced in the data. Parents were exhausted from the relentless cycle of crying babies, repeated doctor visits, and foul-tasting, unpleasant-smelling formula options. They settled for formulas that “worked” but left them deeply dissatisfied. Pediatricians, while focused on efficacy, recognized parents’ frustrations but lacked alternatives to improve the feeding experience.

Pepticate had a unique differentiator: its formulation tasted like a “regular” formula. But without an existing standard for taste in the hypoallergenic formula category, parents and pediatricians didn’t even know this was something they could ask for.

Our objective was clear: disrupt the singular focus on product efficacy by positioning Pepticate as the first hypoallergenic formula that parents and healthcare providers don’t have to compromise on—one that combines efficacy with superior taste, smell, and an overall better feeding experience.

To support this positioning, we conducted an additional study: Do parents think Pepticate tastes better than other hypoallergenic formulas? The results were compelling, with X out of X parents preferring Pepticate over other options.

Our strategy focused on elevating Pepticate’s attributes from a benefit to an expectation, reframing the conversation and redefining the market standard.

We embraced a bold, emotionally charged narrative: “You wouldn’t eat it, so why should your baby have to?” This campaign connected deeply with parents on a personal level, resonating through striking visuals, relatable storytelling, and targeted messaging across digital platforms.

The results positioned Pepticate not just as a challenger brand but as a redefinition of what parents and healthcare providers should expect in the hypoallergenic formula market.