From OH! OH! to OHHHH!
The Sound of Relief. A sign a mother knows her baby is getting better.
After weeks of crying and uncertainty, one sound changes everything: a baby’s first quiet coo, a laugh, the soft rhythm of restful breathing. While competitors talk about ‘symptom relief’, Alfamino offers relief both parents and HCPs can hear.
- Brand
- Alfamino HMO, amino acid formula
- Category
- Cow’s milk protein allergy (CMPA)
- Agency
- Publicis Health, Paris
- Audiences
- Parents · Paediatric HCPs
- Sign-off
- The Sound of Relief for CMPA
Every CMPA formula promises the same thing: symptom relief.
CMPA can leave parents exhausted, anxious and searching for answers. Paediatricians hear it the moment they walk in: the quick questions, the worry. Talking about clinical outcomes alone wasn’t going to cut through to either of them.
Parents don’t see relief first. They hear it.
The crying stops. A gurgle, a coo, a laugh takes its place. That sound is the proof a mother trusts most, and the one a doctor hears in her voice at the next appointment. So we made it the brand’s signature.
Making a feeling almost audible.
The raw, unfiltered joy of a baby’s laughter: that unmistakable moment when discomfort has given way to comfort.
Honest, high-quality photography with no distractions keeps the focus on the baby’s expression, so you feel the release. A soft soundwave overlays the scene, turning emotion into a visual echo of the shift from pain to peace. The headline type literally changes shape: jagged and tense, then long, round and relaxed.
For weeks, all I heard was crying. Wailing in the dark. Screams with every feed. The silence in between felt even louder, filled with worry, guilt, questions.
Then one day… I heard it. ‘Ahhhh!’ ‘Ooooh!’
A tiny sound. A gurgle. A coo. It was small… but it was everything.
And it told me: you’re OK, so I’m OK.
It was the sound of relief… for everyone.
Making relief audible.
The Baby Translator.
What if parents could hear exactly what relief sounds like? Using AI, the tool playfully decodes coos, gurgles and sighs into fun, reassuring messages. Parents upload a clip or record live, online or on in-clinic tablets. Each translation becomes a shareable card for social, and the best clips play on clinic screens and in a congress “sound gallery”.
Sounds of Relief, the lullabies.
What if the sound of baby relief became the soundtrack to calm? Alfamino works with musicians to turn real recordings of baby coos into soothing lullabies. Released as a Spotify playlist, and played in clinics, waiting rooms and as an ambient soundscape at congress.