TONGUE SPOON (Indonesia)
A spoon that helps detect iron deficiency by representing a healthy tongue's color
1 in 3 babies suffer from iron deficiency, often due to poor nutrition. Cerelac, an iron-fortified baby cereal, addressed this by creating the Tongue Spoon.
This spoon is colored to match a healthy baby’s tongue, allowing parents to easily identify potential iron deficiency by comparing their baby’s tongue color to the spoon.
The campaign’s brilliance lies in its accessibility. The spoon is free with every Cerelac purchase, making it readily available to parents across Indonesia. Additionally, collaborating with 500 health centers transformed the spoon into an educational tool, further raising awareness about iron deficiency.
It offers a simple, low-cost solution to a major health concern in Indonesia. By sponsoring this idea and the free spoon, Cerelac positioned itself as a brand that understands and cares for babies’ well-being. This built trust and relevancy, strengthening Cerelac’s brand image and boosting sales through a targeted and socially conscious approach.