Digestive health is key to the correct growth and development of children, but for many parents it is still an area in which ignorance prevails. To help them better understand what is happening in their sons and daughters’ bodies, Lactogrow, Nestlé’s infant milk brand, created an immersive educational experience aimed at promoting healthy digestion.

The activation was developed under the concept *Digestion Expert Lab* and combined technology, activities and games, educational stimulation areas and talks with pediatricians and other health personnel. It took place in Indonesia in June at the Kota Kasablanka shopping centers in Jakarta and Transmart in Makassar. According to Nestlé in a statement, it was Indonesia’s first immersive educational experience dedicated to children’s digestive health.

The event focused on highlighting the benefits of L. reuteri, a probiotic that helps treat and prevent health problems in babies and children, such as acute diarrhea, discomfort from antibiotics, infant colic, constipation or regurgitation. It is one of the featured ingredients in the Lactogrow product and, therefore, the protagonist of the interactive experience.

The space was divided into different sections that, together, presented a physical and educational tour of the digestive system. The installations emulated the shape and arrangement of the stomach and intestines, and posed games and challenges linked to the health of the intestinal flora, such as throwing balls at pathogens, discovering the shape of organs inside or grabbing probiotics on a digital screen.

Original Lactogrow posts on Instagram.

The experience has included a passport for the participants, in which they have been able to indicate the different activities they completed; as well as spaces to take photographs and share them on social networks; or distribution of free product. It has also encouraged the registration of attendees on Lactoclub, the brand’s platform with resources for fathers and mothers.
The brand has collaborated with influencers and content creators, who have shared their first-person experience of their time through activation.

The strategy was complemented with a digital tool for fecal verification called “Digestion Poop Check”. and that allows us to describe the state of children’s stools based on their consistency, shape or color; as well as possible symptoms that help obtain a diagnosis. The tool requires registration with Lactoclub to obtain an evaluation and advice to improve digestive health.

The brand assures that both initiatives represent its long-term commitment to supporting and helping fathers and mothers understand the importance of healthy digestion for the growth and development of children. He also points out that they are innovative, informative and relevant ways to promote digestive health care, integrating into the daily lives of consumers.

The activation has sought to generate visibility and notoriety about the brand and its mission, but has also linked multiple business aspects, such as purpose, customer relationship or sales, with a real consumer concern. The activation has sought to transcend the simple sample and product information to materialize and experience the solution offered by its products.