SUMMARY
In Taiwan, mothers believe breastmilk is the best. Thus, most infant formula brands directly focus their messages on whatever ingredient they have that is similar to breastmilk. Illuma, however, is taking a different tack: understanding the little-known hardships and pain moms go through as they struggle to keep breastfeeding, illuma has launched a series of brand campaigns centered on genuine actions that demonstrate its support for breastfeeding moms - from Mother's Love Express, delivering mother's milk on behalf of working moms, to The Truest Beauties painting exhibition, dedicated to breastfeeding mothers who lack confidence in themselves. By breaking the norm of infant formula communications and acting as a true teammate with breastfeeding moms, illuma has secured its leading position as the infant formula closest to breastmilk, with a market share that is continuously on the rise.
