Enterogermina, from Consumer Healthcare at Sanofi, has found a way to help parents teach their children about the importance of gut health.
The mothers of the main gamers in Brazil won hyperrealistic avatars and invaded their famous children’s games in the Ready Player Mom campaign, which aims to draw attention to the dangers of the typical gamer diet.
With the help of Druide Gaming, the action recruited the mothers of influencers such as Nobru, Flakes Power, Scorpion, and Lipao, and placed them within the gameplay with avatars identical to them. Mothers interacted with their children in front of followers on livestream platforms such as Twitch, Youtube and Tik Tok.
Our product has been on the market for half a century and part of this success comes not only from its quality but also from the innovative – and scientifically proven – ways in which the brand relates to society, always being an ally when it comes to health care. We are using the full potential of the virtual world to improve health and promote self-care for people today and for future generations, said Marlia Zanoli, Consumer Healthcare Marketing Director at Sanofi Brazil.
As one of the most important gaming markets in the world, with around 90 million players, Brazil was a logical choice for MRM Spain to be the starting point of communication and increase brand awareness among the gamer community, in addition to teaching about healthy eating habits and general digestive health.
Brazil is a key market for us, and we are excited to launch this campaign here as a way to represent our commitments and new audiences, encouraging healthy habits through all consumer touchpoints, added Lipi Banerjee, Sub Global Leader -category of probiotics in Consumer Healthcare at Sanofi.
