Brand Tone

Scientific and Authoritative, Caring and Supportive, Trustworthy and Reliable, Reassuring

Brand Values

• •Science-Driven Innovation
• •Child's Best Start in Life
• •Trust and Safety
• •Parental Support
• •Nutritional Superiority/Comprehensive Nutrition

Best Practices

• •Lead with Science, Reassure with Empathy: Always ground product benefits in scientific evidence and expert endorsement (e.g., "expert-recommended DHA," "clinically shown to reduce fussiness"). However, deliver this information with a warm, understanding, and supportive tone that acknowledges the parent's perspective and concerns.
• •Prioritize Trust and Safety in Language: Use words that convey reliability, quality, and a commitment to safety (e.g., "trusted," "quality ingredients," "safety protocols," "over 100 years of experience"). This builds confidence with parents making crucial decisions for their infants.
• •Focus on Developmental Benefits and Milestones: Connect product features to tangible benefits for the baby's growth and development (e.g., "brain-building nutrition for cognitive development," "supports a healthy immune system," "for strong bones and growth"). Frame these benefits around the baby achieving important milestones.
• •Maintain a Supportive and Community-Oriented Voice: Encourage engagement and offer support beyond just the product. Use inclusive language ("we're here for you," "join our community") and provide resources that empower parents.
• •Be Clear, Direct, and Informative: While being empathetic, ensure that information about product use, ingredients, and benefits is clear, easy to understand, and factually accurate. Avoid overly technical jargon where possible, or explain it simply. The primary goal is to inform and reassure.

Social Perception

Trusted by Parents and Professionals, Go-To for Specific Needs, Quality Product, Established and Knowledgeable

Copy Examples

• •Headline: Nourishing Tomorrow's Potential, Today. Body: With Enfamil, you're choosing over a century of science-led nutrition, dedicated to supporting your baby's brain development and immune health. Because every milestone begins with the best start.
• •Headline: Gentle on Tiny Tummies. Big on Trust. Body: Is your little one experiencing fussiness or gas? Enfamil Gentlease is expertly designed for sensitive tummies, providing complete nutrition while being easy to digest. Trusted by pediatricians and parents to bring comfort and smiles.
• •Headline: Inspired by Nature, Perfected by Science. Body: Enfamil formulas are inspired by the wonders of breast milk, enhanced with vital nutrients like DHA and MFGM components. We're committed to fueling your baby's amazing journey of growth and discovery.
• •Headline: Your Partner in Every Precious Moment. Body: From those first giggles to confident steps, Enfamil is here to support you and your baby. Join our Enfamil Family Beginnings community for expert advice, helpful resources, and a network of parents just like you.
• •Headline: The Science of a Healthy Start. The Art of a Happy Baby. Body: At Enfamil, we blend rigorous scientific research with a deep understanding of your baby's needs. Choose the #1 pediatrician-recommended brand for comprehensive nutrition that supports both cognitive development and a happy, thriving baby.