Ho Chi Minh, Vietnam – OMD Vietnam and Sanofi CHC have formed a partnership between Sanofi CHC’s Lactacyd Baby Wash and CoComelon producer Moonbug Entertainment. The partnership and intellectual property agreement is a market first for Lactacyd and Moonbug in Southeast Asia, including branded content, consumer product licensing, advertising on CoComelon’s media ecosystem, and points of sale.
It consists of a creative 60-second song and animation in which Baby JJ and his mother Melissa use Lactacyd during bath time. Additionally, it includes on-pack branding and e-commerce activations in Vietnam, the Philippines, and Indonesia.
In order to increase brand love and association in the three markets, Lactacyd Baby Wash realised that, in a competitive category, a campaign that connected emotionally with parents was necessary. OMD and the brand made the decision to fundamentally alter how they approached media outlets and came up with the concept of working with CoComelon.
Operating out of Vietnam, the agency plans media with its OMD colleagues in the Philippines and Indonesia; for creative work, it collaborates with Media.Monks; and for in-store executions, it works with Visual Latina. The campaign formally debuts in Vietnam and the Philippines and will be implemented in stages, with OOH activations in August and the campaign launching in Indonesia in September.
Heejoo Won, head of marketing Lactacyd APAC, Sanofi CHC, said, “This association mirrors a shared commitment to fostering strong bonds between parents and children through positivity, joy, and music. With Cocomelon’s widespread popularity among our target demographic in Southeast Asia, initiating this partnership in three of our key markets was a natural progression. We are thrilled about the potential.”
Meanwhile, Simon Barnett, director of ad sales and brand partnerships, APAC at Moonbug Entertainment, expressed, “We’re thrilled to partner with Lactacyd with a new, original song and animation featuring the brand alongside CoComelon characters. A first-of-its-kind partnership for CoComelon in the region, this is a testament to the CocoMelon popularity in Southeast Asia.”
Furthermore, Uyen Diep Nguyen, head of innovation/lead Lactacyd APAC, OMD Vietnam, stated, “From the outset, we envisioned a partnership that would forge an emotional connection between JJ and the Lactacyd brand. This represents Sanofi CHC’s inaugural foray into licensing on such a scale, and we anticipate substantial growth in the Philippines, Vietnam, and Indonesia.”
Lastly, Julien Courant, chief operating officer, Omnicom Media Group Vietnam added, “This campaign epitomises our agency’s platform-first approach, recognising the pivotal role of creative media in engaging today’s dynamic consumers. This partnership signals just the beginning.”
