PediaSure × Real Madrid Creative Campaign
Abbott is a global healthcare leader with a strong presence across nutrition, diagnostics, and medical devices. As part of its portfolio, Abbott Nutrition develops nutrition products to help build and maintain health from infancy onward.
PediaSure is one of its flagship children’s nutrition brands, scientifically formulated to support growth and development during critical early years.
With variants tailored for different age groups, including PediaSure 2+ and 3+, the brand focuses on addressing nutritional gaps that can impact physical growth, strength, and overall development.
Brief
Since 2021, Abbott has been the global health science and nutrition partner of Real Madrid.
This partnership goes beyond sponsorship. It focuses on supporting children’s growth and future potential through science, nutrition, and sport, including initiatives that address global malnutrition through education and screening programs.
PediaSure Arabia aimed to leverage its partnership with Real Madrid to connect with children and parents in the GCC.
The campaign focused on PediaSure 2+ and 3+, which:
- Support physical growth with 37 essential nutrients
- Enhance cognitive development through key nutrients
- Provide a balanced nutritional solution for picky eaters
Campaign Main Objective:
Increase awareness of PediaSure 2+ and 3+ across the GCC
Solution
Our approach started from a simple but powerful insight:
Children don’t just consume products… they connect with dreams.
Parents don’t just buy nutrition… they invest in their child’s future.
This dual-layer understanding shaped the entire campaign, aligned with the global slogan “Fuel Their Dreams”, while capitalizing on the partnership between Abbott and Real Madrid.
We developed a concept that speaks directly to parents, clearly positioning PediaSure as a brand that: “Bridging Nutrition Gaps, Powering Big Dreams’
Our Strategic Framework
We focused on developing a strong creative concept and content ecosystem aligned with the global campaign.
We built the strategy around three key dimensions:
- Highlighting the partnership between Abbott and Real Madrid
- Capturing how children dream, behave, and aspire
- Reflecting how parents emotionally connect with and support their children’s ambitions
Key Tactics
- Creative Concept
For the Real Madrid campaign, the creative direction was built on three core pillars:
1. Dream-Led Positioning
Instead of focusing directly on product features, we positioned PediaSure as a partner in helping parents support their child’s journey toward achieving their dreams.
- Reflecting children’s ambitions through a parent’s perspective
- Tapping into parents’ emotional desire to see their child succeed
- Framing nutrition as a tool to support that journey
The message wasn’t: “This is for your child”
It was: “This helps you support your child’s future”
2. Football as a Cultural Trigger
Football in the GCC is more than a sport; it’s a shared emotional experience. The campaign was launched during peak Real Madrid match periods, maximizing relevance and audience engagement.
At the same time, parents play a key role in supporting their children’s activities, from attending training sessions to nurturing their ambitions. This made them a primary audience for the campaign.
To connect with this audience, we integrated the Real Madrid jersey into the hero visual to:
- Create strong contextual relevance for parents
- Position the brand within a high-performance environment
3. Reasons to Believe for Parents
While emotion drives attention, parents also make decisions based on rational benefits.
To address this, we incorporated clear product badges across all campaign visuals, highlighting key selling points of PediaSure 2+ and 3+:
- 37 Essential Nutrients : unique blend of 37 essential nutrients, including protein, calcium, and vitamin D. These are the building blocks that support growth and development, particularly in the early years
- 2X Growth Improvement : based on clinical studies showing significantly higher catch-up growth rates in children who consumed PediaSure compared to those receiving dietary counseling alone
- Content Planning
The campaign was also aligned with Ramadan, where we developed themed content tailored to seasonal behaviors and promotional periods, especially with increased offers across e-pharmacies and retailers.
- Content Formats
We created different content formats to maximize reach and engagement across platforms:
- Short videos → emotional storytelling and attention capture
- Carousels → educational messaging and benefit explanation
- Static posts → strong visual recall
- Market Activation
The campaign adopted a bilingual approach (English and Arabic) and was activated across:
- United Arab Emirates
- Kuwait
- Qatar
With localized messaging tailored to each market’s cultural context, audience behavior, and available SKUs.
Results
This campaign successfully:
- Built strong awareness for PediaSure 2+ and 3+ across target markets
- Generated positive sentiment, supporting expansion beyond the GCC into additional markets
