The good news? Hispanic Moms reach for NIDO nutritional powdered supplement when they transition their one-year-olds away from breast milk or bottles.

The bad news? They don’t realize that NIDO has a full lineup of nutritional support for kids — up to age six. When their toddlers turn two and start eating finger foods, they leave the category.

We not only found way to connect the growing years to the brand; we created a new form of currency to drive trial. And it’s something she certainly has lying around the house.