"Itʼs nice to work with a brand that wants to keep it real, entertain and bring a smile to peopleʼs faces."
BabyLove has taken the guesswork out of choosing the best fitting nappy for toddlers on the move with a new ʻThe trick is in the fitʼ campaign to launch its improved Nappy Pants range via Communicado.
After a competitive pitch in late 2022, this is the debut of the first major campaign for BabyLove following the appointment of Communicado as the integrated agency for Unicharm Australasia across its BabyLove and Ezi-LockOdour brands.
Promoting the new and improved design with a unique contoured shape, giving an even better fit to prevent leaks and sagging, the new positioning line, The trick is in the fit, was inspired by the product technology as well as the solution it offers to the pain points of parents.
Unicharm GM of marketing, Michael Joel, said it was important for BabyLove to listen to, and address, the pain points of parents with toddlers.
"Our Nappy Pants range has been re-launched to specifically offer a solution with technology that prevents bulky nappies allowing for a much better fit to reduce leaks and sagging - a must for children on the move," said Joel.
"The Nappy Pants range also features new prints with Australian animals and refreshed packaging. The campaign developed by Communicado is the first of many exciting launches in the pipeline this year."
With toddlers growing so fast, something that starts off way too big is suddenly way too small. The campaign uses this analogy to highlight the importance of a nappy that can adapt and contour to these changes to fit right every single time.
Communicado creative director, Annie Price said this campaign was a tonne of fun to make.
"Itʼs nice to work with a brand that wants to keep it real, entertain and bring a smile to peopleʼs faces," said Price.
Comprising 30 and 15 second films plus a 30 second audio ad for Podcasts, the campaign launches this week and will be amplified across digital channels via a media strategy developed and executed by Cole Media.
Wholly independent, Communicado delivers integrated thinking and creative solutions, combined with PR, digital and shopper delivery for some of Australiaʼs most loved brands including Mayverʼs, Dulux, PETstock and Asahi CUB.
Credits
Client - Unicharm Australasia
GM Marketing: Michael Joel Senior Brand Manager: Amer Haq
Creative Agency - Communicado
Director: Kerrie Ryan
Director: Lucy Houldsworth
Creative Director: Annie Price
Copywriter: Amelia Micallef
Group Account Director: Victoria Beranger Integrated Strategy Director: Eliza Mielczarek Account Coordinator: Sasha Tonkes
Production - Eric Tom & Bruce
Director: Olivia Altavilla
Producer: Alexandra Galloway
Executive Producer: Victoria Conners Director of Photography: Brendan Cherry 1st Assistant Camera: Harry Byrne Gaffer: Frank Healy-Wood
Stills Photographer: Cat Black
Production Designer & Stylist: Bonnie Mckay Production Assistant: Isabel Savenake Editor: Jack Ralph
Colourist: Alina Bermingham
Animator: Nathan Robinson
Sound Post: Windmill Audio
Sound Engineer: Pip Atherstone-Reid
Media - Cole Media
GM: Candice Cole
Digital Director: Kyle Czech Media Director: Amanda Olsen
