In April 2009, Nestlé, along with theOgilvy One agency, launched its iPhone app Devenir Maman (Becoming A Mum) which gives advice to women who are expecting a baby during all 9 months of pregnancy. On the menu: nutritional advice, useful information on pregnancy and baby’s development, but also personalised tools like a baby name guide or a personal photo album.
The application is definitely moving with the times and has successfully followed other apps like Name that baby! or The iPhone Mom. Its design is adapted to modern mums’ tastes with drawings made by the famous French illustrator Pénélope Jolicoeur.
According to its users it is an original and practical application: « I have two daughters and I wish I could have used it while they were kids. It would have allowed me to stop lugging three books around at a time. »
The application received a famous marketing award in 2009.
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