The Thinking Machine Asia and Cussons Baby unveil the journey of a mother’s sense

Cussons Baby has released its new campaign highlighting the ever-evolving instincts of motherhood.

Naluri Ibu (Sense of a mother), created and executed by The Thinking Machine Asia, is aimed at positioning Cussons Baby as a brand that understands the different phases of growth between a mother and her baby and how the brand accompanies them throughout the motherhood journey.

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Cassandra Mitzy, Cussons Indonesia said, ” PZ Cussons Baby is a brand known for its expertise in the baby category in Indonesia. Therefore, the story of being able to accompany the mother throughout her journey fits just right and in line with the new offerings that we have in the pipeline. As a mother, we all understand how our instincts as a mother keeps evolving with the development of our baby and so does the need of different baby care solutions. We feel privileged to be the only brand in Indonesia who caters to these changing emotions of a mother in the baby care category with a wide range of products made with natural ingredients.”

Vivek Nair, Chief Creative Officer, The Thinking Machine Asia, said, “Cussons Baby is a prestigious brand to work on and it was a big challenge when we sat together to create something meaningful for the brand. It all came from a simple insight that senses evolve. The natural instinct that a mother has when holding a newborn to her feeling when she sees her baby walk or crawl is completely different. Her sense evolves as the baby grows, and for every evolving sense of hers, we have a product that can accompany her growing baby and give her the confidence to trust her own instincts.”

The year-long campaign will be rolled out in TV, Digital, in-store, events and other touch-points to connect with the Indonesian mothers’ across different cities and accompany her through her journey of motherhood.

Credits –

Music: Blackout Audio

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