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GUIGOZ: Let's speak Baby

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“Api pluki boo goga? Ehi daba popi tuya!”*
What parent has not wondered exactly what their 8-month old baby was trying to tell them?
What parent isn’t constantly trying to understand their baby better every time it speaks?
After all, understanding a baby means understanding its expectations better and, above all, its needs.

This is the role Guigoz has set itself for more than 100 years and which the brand expresses through its slogan: “Guigoz. Let’s talk baby”
Over two years ago, Guigoz re-launched its brand using this new positioning as the driving force behind regaining market leadership.
With its previous campaign the brand reaffirmed its expertise in digestive well-being by launching a new formula for its products, and thus making this benefit central to the market. This first campaign enabled Nestlé to regain its leadership in this category.

In 2012, thanks to Guigoz…

In 2012, Guigoz is going just that bit further and has decided to centre its marketing campaign on its experience as a brand that is dedicated to babies.
The brand and its agency Publicis Conseil are stopping at nothing to get everyone to “talk baby”:

1. A TV spot humorously and affectionately shows how complicated it is to talk baby, even though it is important for understanding their needs. The 30 second spot, made in collaboration with David Shane, will be aired from 24th February on terrestrial channels and cable.
A longer 60 second version of the spot will also be available online and on the Guigoz website.

2. A poster campaign, a medium that is unprecedented in this category, will spread the “Let’s talk baby” campaign inside underground stations.
From 28th February to 5th March, entire station platforms will be decorated with babies’ faces and their babblings. Everyone will be able to discover what the babies are saying by scanning the QR code on each poster.

3. A press and POS campaign in all pharmacies will continue the approach used in the poster campaign throughout the year.

4. And above all, together with Publicis Conseil (design) and Marcel (development) Guigoz is launching the first iPhone® and iPad® application which simultaneously translates baby talk. You will be able to see just how perceptive babies’ thoughts and comments really are.
Thanks to this application, which can be downloaded directly from printed ads and iTunes, everyone will be able to understand babies whilst filming them on their iPhone®.
The application will not only enable you to translate what a baby is saying “live”, but it will also allow everyone who has already mastered baby talk to suggest their own translations.
Video translations of your baby can be sent to friends and family, or posted on Youtube and Facebook.

So don’t miss out on 24th February and find out everything babies have to say to you with Guigoz.
Guigoz babies have a sense of humour … and that too is almost unprecedented in this category.
Credits Other credits

Art buyer Jean-Luc Chirio, Anne Traonouil (Elysian Fields)

Application Iphone

Agencies : Publicis Conseil et Marcel

Creatives Directors: Steve O’leary (Publicis Conseil), Julien Benmoussa (Marcel)

Créatives: Antonin Jacquot (Publicis Conseil), Philippe d’Orgevillle (Publicis Conseil), Laurent Nicourt, Nicolas Martinez (Marcel) et Samantha de Biasi (Marcel)

Equipe commerciale et production : Céline Colin (Publicis Conseil), Nathalie Do Dang Vinh (Publicis Conseil), Laure Quilis (Publicis Conseil), Thomas Ceccaldi (Marcel), Vanessa Peronny (Marcel), Julien Dassonval (Marcel), Kevin Gast (Marcel)

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