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To raise awareness and recommendations of store brand infant formula, Coyne took an insights-driven, integrated approach to reach moms and those who influence her. An array of experts, content creators and influencers were activated to build trust and relevance with topics from safe infant formula practices to parenting hacks. Data-driven research around advice for second-time moms resulted in parent-focused media including Babycenter,,, HuffPost Parents, Romper, AOL Parenting and more.

To reach the #1 influencers of moms, Coyne helped Perrigo develop and execute its first ongoing, multi-channel direct-to-pediatrician content strategy to reach and engage pediatricians. Both consumer and healthcare focused communication efforts helped position store brand infant formula as a trusted and valued brand for both moms and pediatricians.