This is an example of "surrogate advertising". Advertising
of baby feeding bottles was not allowed by the Indian health
ministry which was encouraging breast-feeding. We could not
refer to bottle feeding or show pictures of it, yet Ogilvy &
Mather had to launch the product! We did so by creating a warm
feeling around the brand name, a feeling which was transferred
to the product in the shop.
Feeding time is a time when mothers feel close to their babies,
therefore we selected the brand name "Big Hug" and
developed the visual mnemonic, a mother kangaroo with the baby
in her pouch, to create a warm and positive identity for the
product during the launch. The name of the surrogate product,
the "Big Hug" sipper, simply promoted mother's love.
The accent was on branding. The storyline in this ad is something
that a mother would identify with, (her own tiredness and irritation
at being woken up at night to feed the baby). The headline contradicts
the angelic look on the baby's face, evokes curiosity and leads
the reader through the copy, which celebrates the magic of a
mother's big hug, with "a world of caring wrapped up in
it."
