Selected work
Marketing & GTM
2016
Situation
WHO regulations placed a total ban on direct advertising for first-age infant formula. Danone Nutricia needed to enter the Moroccan market and build trust. Zero traditional marketing available.
The Real Problem
The constraint wasn’t the obstacle. It was the design principle. Most competitors tried to work around the ban. The real move was to stop fighting it and build a strategy that used it.
The Move
Engineered a national campaign promoting maternal breastfeeding. The very thing the formula replaces. Trained healthcare professionals on medical contraindications rather than product benefits. Built a system where the brand became the trusted recommendation at the precise moment a doctor had to say breastfeeding wasn’t possible.
What Changed
#1 market position within three months. Medical trust built at scale, without a single direct advertisement. The ban became a competitive advantage.
Situation
WHO regulations placed a total ban on direct advertising for first-age infant formula. Danone Nutricia needed to enter the Moroccan market and build trust. Zero traditional marketing available.
The Real Problem
The constraint wasn’t the obstacle. It was the design principle. Most competitors tried to work around the ban. The real move was to stop fighting it and build a strategy that used it.
The Move
Engineered a national campaign promoting maternal breastfeeding. The very thing the formula replaces. Trained healthcare professionals on medical contraindications rather than product benefits. Built a system where the brand became the trusted recommendation at the precise moment a doctor had to say breastfeeding wasn’t possible.
What Changed
#1 market position within three months. Medical trust built at scale, without a single direct advertisement. The ban became a competitive advantage.
