Making Infant Formula Fly Off the Shelf for Mead Johnson Nutrition
Mead Johnson Nutrition is a global leader in infant and children’s nutrition, and has trusted Gray Loon Marketing Group for years as a marketing partner. We provide support for its brand and corporate websites, design and produce PR collateral materials, and have developed a custom tool for its infant formula website.
Situation, Objectives & Challenges: Mead Johnson wanted a way for visitors to its Enfamil® infant formula brand website to see the variety of infant formula options available to them, and easily select one to best fit their needs. Since a number of product characteristics would be factors, we needed to create a solution that would not overwhelm users with choices.
Solution, Technology & Execution: Gray Loon designed a custom tool, the Enfamil® formula finder. Site visitors answer a few simple, magazine-style quiz questions. Based on the responses, the tool narrows the selection of products to only those formulas that match the visitor’s needs. Visually, the imagery below the quiz starts out with several formulas, and as questions are answered, products that no longer match the criteria the user has indicated are removed. The end result is a user-friendly and informative tool that helps customers understand and select the products they want.
“TO INVENT AN AIRPLANE IS NOTHING. TO BUILD ONE IS SOMETHING. BUT TO FLY IS EVERYTHING” —OTTO LILIENTHAL
