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02/12/2021

Enfamil Feeds Walmart Shoppers the 'Perfect Formula'

Patrycja Malinowska
Associate Director - Content, P2PI
Patrycja Malinowska profile picture
a stack of flyers on a table

Mead Johnson’s Enfamil is elevating the physical and digital presence of its infant formulas at Walmart with custom P-O-P materials that depict a QR code linking to a complementary brand showcase.

The activity is built on the concept of helping shoppers decide which formula is right for their baby to drive purchases. ­In the baby department, color-coded signage kits that can be positioned on a four-way or endcap highlight the benefits of different Enfamil formulas. A header invites shoppers to “Discover your baby’s perfect formula” while shelf strips and signs in colors corresponding to product packaging spotlight product lines with their use details:

  • Enfamil Enspire as “closest to breast milk,”
  • Enfamil NeuroPro as “brain building nutrition,”
  • Enfamil NeuroPro Gentlease “for spit-up & sensitive tummies,” and
  • Enfamil A.R. “for cow’s milk allergy.”

The walmart.com brand showcase employs the same color scheme to deliver additional product recommendations and a “Find My Formula” tool that promises to determine which products are formulated best for every baby’s unique needs. “Choose options” buttons link to specific product pages where shoppers can select a product size to add to their walmart.com shopping cart.

A display ad at the bottom of the showcase conveys that the brand is “SNAP eligible” while touting that SNAP (Supplemental Nutrition Assistance Program) benefits are now available for pickup and delivery orders. A “Shop Pickup” button links to an Enfamil search results page on Walmart’s pickup and delivery e-commerce platform. Walmart has worked to expand access to digital shopping for SNAP users last year, and the majority of stores now accept SNAP EBT card payments for online orders. 

Among other brand activity, Enfamil is also touting its Enfagrow Premium at Walmart stores with an aisle violator inviting parents of picky toddlers to try the nutritional drink.

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