Lactacyd Baby Wash rides on Cocomelon fever in new campaign

Sanofi CHC’s Lactacyd Baby Wash and CoComelon producer, Moonbug Entertainment have created an original 60-second song and animation featuring Baby JJ and Melissa (JJ’s mom) using Lactacyd at bath time, on-pack branding, and e-commerce activations across Indonesia, the Philippines, and Vietnam.

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The campaign video features a Cocomelon baby lathering himself with Lactacyd Babywash, in a jingle to the familiar tune of the iconic Baby Shark song.

The partnership and IP deal is a market-first for Lactacyd and Moonbug in Southeast Asia, combining branded content, consumer product license, advertising on CoComelon’s media ecosystem, and points of sales.

Commenting on the partnership, Heejoo Won, head of marketing Lactacyd APAC, Sanofi CHC, said, “This association mirrors 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.”

Lactacyd BBW said it recognised the need for a campaign that resonated emotionally with parents to raise the brand love and association in the three markets. OMD, which worked on the partnership, and the brand, decided therefore to drastically change how the brand approached their choice of media channels and conceptualised the idea of collaborating with CoComelon.

“We're thrilled to partner with Lactacyd with a new, original song and animation featuring the brand alongside CoComelon characters,” said Simon Barnett, director of ad sales and brand partnerships, APAC at Moonbug Entertainment. “A first-of-its-kind partnership for CoComelon in the region, this is a testament to the CocoMelon popularity in Southeast Asia.”

“From the outset, we envisioned a partnership that would forge an emotional connection between JJ and the 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," said Uyen Diep Nguyen, head of innovation/lead Lactacyd APAC, OMD Vietnam.

Led out of Vietnam, the agency is working with its OMD counterparts in the Philippines and Indonesia for media planning, while collaborating with Media.Monks for creative and Visual Latina for in-store executions.

“This campaign epitomises our agency's platform-first approach, recognising the pivotal role of creative media in engaging today's dynamic consumers. This partnership signals just the beginning,” added Julien Courant, chief operating officer, Omnicom Media Group Vietnam.

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