Chicco invites you to explore the baby and feeding world by developing a concept for an innovative tool to facilitate the onset of breastfeeding and encourage mixed feeding, allowing natural breastfeeding to alternate with artificial feeding without creating confusion or other issues for the baby and sparing the mother from feelings of guilt or detachment.
Chicco is a brand that specialises on multiple fronts in the infant care market and is present in over 120 countries around the world. At a time when new generations are unsure about parenthood, Chicco promotes parenting as a positive attitude toward society and the world, as well as toward one’s own children.
With over 60 years of experience and with careful observation of needs and changes built into its innovation-driven identity – and thanks to the Baby Research Center, which works with a network of external experts – Chicco is a brand that speaks to all parents.
Chicco is a brand based on the idea that we are all parents in some sense: for our children, but also for the men and women we love.
Breastfeeding is not always easy, even for mothers who are determined to work at it and succeed. Some mothers are forced to give up breastfeeding and use a feeding bottle to guarantee the nourishment their child needs, ensuring proper development in line with the growth charts. Unfortunately, this is often quite difficult for the mother, who experiences guilt and frustration at not being able to breastfeed and is hurt by a sense of detachment from the child.
We want to explore new solutions to make the situation more bearable for mothers right from the start and to encourage mixed feeding so that mothers aren’t forced to abandon breastfeeding “irreversibly” after the obstacles are removed.
For more information on breastfeeding and on the related scenarios, see the attached material files.
Guidelines
To develop your projects properly, take the following guidelines into consideration:
Product type: the concept proposed must be an innovative, tangible solution that goes beyond the concept and the limitations of the traditional feeding bottle.
The concept must therefore:
- encourage breastfeeding or mixed feeding, by integrating rather than replacing the breast, without complicating a return to breastfeeding or to alternated feeding
- help preserve the special bond between mother and child
- be seen by the mother as a valid ally, without sensing guilt in the event that breastfeeding is no longer possible or integrating breastfeeding if and when it is possible
- adapt easily to the child’s different phases of growth right from the first days after birth, remaining in harmony with the child’s physiology, with his/her nutritional needs and with the increasing intensity of suction. This need is currently met by introducing teats with different flow rates.
Given the need for adaptability, the concept may be developed as either a single product complete with accessories or a set of complementary but different products.
Hygiene and ease of cleaning are fundamental considerations for the product.
Elements to be inserted: you are free to explore the most innovative solutions for the topic, remembering that the concept must include a series of elements that are useful for the functions requested.
- an element for holding the milk
- one or more elements/accessories dedicated to suction (teats, nipple shields, etc.)
- elements/accessories meant to adapt the product to the child’s phases of growth.
You may also choose to include:
- one or more elements/accessories dedicated to soothing pain during breastfeeding
- other elements/accessories that provide support for feeding
To see examples of products dedicated to artificial feeding available on the market, but that do not fully meet the needs requested by the brief, see the Additional-information_Benchmark-products file attached to the downloadable material files.
Materials and manufacturing technology: suitable for industrial manufacturing processes, food contact materials.
Logo: yes, visible on the product.
Deliverables: you can submit more proposals for the concept. Submit the images that best describe your project (sketch, storyboard, rendering, descriptions, etc.) and we remind you that – if necessary – you can also attach a .zip archive containing further materials. Do not forget to fill in the abstract and description fields to provide further details about your projects.
Evaluation criteria: The selection of the winner will be the result of an unquestionable evaluation by Chicco and it will take into account:
Consistency with the brief (35%)
Originality/innovation (30%)
Feasibility (20%)
Aesthetics/design (15%)
Awards:- € 3000
Deadline:- 16-06-2021