Bebelac Kidstagram

Parents already think their kids are geniuses.

We wondered if we could get everyone else to think the same thing too.

So we worked with parenting influencers to make it look like their children had suddenly become really, really smart after drinking Bebelac Growing Up Milk.

The joke was simple, but it gave us a way to talk about the product benefits in a way that felt more like social content than an ad.

I learned through this process A) How naughty kids are and B) How cute they are and C) How much that cuteness resonates.