Mead Johnson Nutrition and Mead Johnson China

Mead Johnson Nutrition was founded more than 100 years ago — and has been committed from its very beginning to earning the trust of parents and health care professionals by offering scientific evidence of the benefits of our products. Headquartered in Evansville, Indiana, in the United States, we are best known for our Enfamil® and Enfalac® families of infant formulas as well as for our regional children's nutritional products.

Mead Johnson entered China in 1993. In accordance with Mead Johnson’s mission of “Giving infants and children the best start in life”, Mead Johnson China is dedicated to providing high quality nutritional products and assisting China’s infants and children’s healthcare industry. During the past 15 years, Enfa A+ series has been introduced to Chinese consumers and won trust from parents and doctors.

About the Account

To celebrate Mead Johnson’s 15th Anniversary in China, Mead Johnson launched the new Enfa A+ series product with an innovative formula that may help in neural connection for better learning.

RFA was tasked to prepare and manage a press conference in Beijing as well as post-event advertorial placement, to quickly garner media interest and attention for the new products and enhance the awareness and knowledge of High level DHA to reinforce the positioning of Mead Johnson as the Expert in Brain Development.

RFA suggested the client select the most relevant and effective social event – China Brain Health Day - as the media hook, which is consistent with Mead Johnson’s brand image of “Brain Nutrition Expert”. In spite of the melanine crisis, which broke at the same time, positive coverage was achieved in key national and regional media including Guangming Daily, Beijing Evening News, Guangzhou Daily and Southern Metropolis News.

http://meadjohnson.com/