Product campaign

Abbott Nutrition

PaediaSure’s three core products each solve a different problem for a different child, but they share the same audience: dietitians and HCPs who are time-poor and dealing with anxious parents. The brief was to give each product a clearer, more memorable identity while reinforcing Abbott’s position as the trusted partner in paediatric nutrition.

I leaned into the existing animal characters that HCPs already recognised and had affection for, the Lion, the Elephant and the Toucan, using them as the creative anchor for messaging that put the child’s experience at the centre. Each execution spoke directly to the clinical need while keeping the tone warm and supportive. A practical challenge was creating

a consistent set of lifestyle images featuring the characters, which don’t exist in stock libraries and for which a photoshoot wasn’t feasible. This became an early opportunity to use AI image generation to solve a real production problem, creating a coherent visual world around the characters that felt considered and on-brand rather than compromised.