OMD Vietnam and Sanofi CHC have partnered with Moonbug Entertainment to produce Cocomelon-branded content for its Lactacyd Baby Wash. This deal is a market first for Lactacyd and Moonbug in Southeast Asia. The partnership gives rise to a creative 60-second song and animation, wherein Baby JJ and his mother Melissa use Lactacyd during bath time.
Lactacyd Baby Wash has embarked on a campaign that connects emotionally with parents. This also boosts brand love, and enhances on-pack branding and e-commerce activations in the Philippines, Vietnam, and Indonesia.
Heejoo Won, head of marketing Lactacyd APAC, Sanofi CHC, said the partnership reflects 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.”
Simon Barnett, director of ad sales and brand partnerships, APAC at Moonbug Entertainment, expressed the thrill 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.”
Uyen Diep Nguyen, head of innovation/lead Lactacyd APAC, OMD Vietnam, said they envisioned a partnership that would forge an emotional connection between JJ and 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.”
Julien Courant, chief operating officer, Omnicom Media Group Vietnam, said the campaign epitomizes the agency’s platform-first approach. It recognizes the pivotal role of creative media in engaging today’s dynamic consumers.
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