Enfamil (Reckitt)
Maintaining trust during one of the largest consumer product shortages in recent U.S. history
Situation Summary
Situation Summary
During the nationwide infant formula shortage, Reckitt and its Enfamil brand faced an unprecedented communications challenge. As supply disruptions became a major public health issue, parents, pediatricians, retailers, media, and policymakers urgently sought information about product availability and infant nutrition.
The crisis rapidly evolved beyond a supply chain issue into a national political and reputational challenge, placing infant formula manufacturers under intense public scrutiny. Reckitt needed a coordinated communications strategy that could engage multiple audiences while reinforcing trust in the Enfamil brand.
Qorvis Solution
Qorvis Solution
Qorvis developed and executed an integrated communications strategy spanning earned, owned, and paid media to support corporate and brand reputation throughout the crisis.
The team conducted national and local media outreach, supported engagement with journalists, and prepared responses to inquiries from policymakers and other stakeholders. Qorvis also developed social media campaigns, sponsored content, search advertising, and digital engagement programs through Enfamil’s owned channels.
To reach parents and caregivers directly, Qorvis implemented targeted digital campaigns. The campaign included a premium content partnership with CNN that reinforced Enfamil’s longstanding commitment to infant nutrition and family support.
Throughout the effort, messaging was tailored for key audiences including parents, pediatricians, retailers, policymakers, and healthcare professionals, ensuring consistent and credible communications across channels.
Through a coordinated, multi-channel approach, Qorvis helped Reckitt and Enfamil maintain trust and credibility during one of the most significant consumer product and public health challenges facing the infant nutrition industry. The company strengthened engagement with parents, pediatricians, retailers, media, and policymakers while ensuring stakeholders had access to timely, accurate information throughout the crisis.