Established in 1957, PIGEON has been recognized by generations of parents and their babies as a leading worldwide manufacturer of baby care products.
Pigeon is a leading international brand of baby care and nursing products. Founded in Japan and based out of Singapore, the brand has a huge market in the Middle East. They need to develop marketing collateral as well as brand and product website in English and Arabic for the Middle East Market to showcase their product in a way that is sensitive to the Arabic audience.
When Prism was selected from over 6 agencies to development the collateral, we realized that the potential for the brand was even more than what was projected in the brief. There was a drastic need for good content in Arabic to build a community of pregnant mothers and their husbands along with their families. But the biggest challenge was how to show breasts feeding products to a culturally sensitive Arabic market especially in Saudi Arabia.
So we created marketing collateral with fun illustrations and informative articles in English and Arabic on the entire aspects of getting pregnant and information about Pigeon’s breastfeeding and baby care products . The website evolved from being a corporate website to becoming an online resource for all information in English and Arabic about pregnancy and how pigeon products work in all stages of a woman’s pregnancy from conception to birth and post natal care. We also involved social media to make the content viral and to ensure the content reached the right target audience and went viral.