Baby Love launches ‘Easy Peasy, Changing’s Easy’ campaign via Communicado
A new campaign from Baby Love and Communicado is educating parents on the best time to transition from tab nappies to Nappy Pants.
The announcement:
Baby care brand BabyLove has launched its new campaign for Nappy Pants, via integrated agency Communicado.
There’s nothing harder than trying to change the nappy of a wriggly toddler who doesn’t want to be changed! But with parents and carers often being unsure of when to transition from traditional tab nappies into Nappy Pants, BabyLove wanted to help uncomplicate the process.
With their 360 degree stretchy waistband, BabyLove Nappy Pants can be pulled straight up while a toddler is standing, so they’re easier to change than regular tab nappies. And tearaway side seams mean they can be removed just as easily.
With all that in mind, Communicado developed the ‘Easy Peasy, Changing’s Easy’ campaign to demonstrate the behaviours that signal when it’s time to start using BabyLove Nappy Pants, helping parents make the easiest change ever. After all, an easier change means a happier child (and parent!).
‘Easy Peasy, Changing’s Easy’ reflects the ‘for real life’ attitude of the BabyLove brand and the fun, effortless style and personality of the Bluey characters that appear on Nappy Pants themselves.
Communicado’s executive creative director Annie Price says “We’re all about telling it like it is with BabyLove – Real, relatable moments, not idealised depictions of parenting. And anyone with a wriggler, squirmer or escapee is going to immediately resonate with this lighthearted spot.”
Unicharm Australasia brand manager Amer Haq says, “We are very excited with the campaign. It conveys one simple message and highlights just how much easier BabyLove Nappy Pants with Bluey prints are. No tabs and no need to lie down for nappy changes – perfect for toddlers on the move.”
The campaign is live across BVOD and social.
Fiercely independent, with a ‘can do’ attitude, Communicado delivers integrated thinking and creative solutions, combined with PR, digital and shopper delivery for some of Australia’s most loved brands including BabyLove, Asahi Beverages, Petstock, Dulux and Carpet Court.
CREDITS
Client: Unicharm Australasia
General Manager Marketing: Michael Joel
Senior Brand Manager, Nappy Pants: Amer Haq
Brand Manager, Nappy Pants: Rebecca PetroloDigital Marketing Specialist: Riya Agrawal
Creative Agency: Communicado
Executive Creative Director: Annie Price
Associate CD/Writer: Chris Buchanan
Associate CD/Art Director: Simon Fleming
Integrated Strategist: Daniel Hedger
Group Account Director: Wil de Souza
Account Manager: Narayanan Subramani
Digital Producer: Amy Greer
PR Account Director: Claudia Frederick
PR Account Manager: Angie Darras
Media Agency: Cole Media
General Manager: Candice Cole
Digital Directors: Anya Subberwal and Robyn Cameron
Director: Jon Webb
Camera Assist: Joey Hughes
Producer: Kalliroy Edlin
Styling: Milana De Mina
Hair & makeup: Samantha Coles
Sound: Production Alley
Photography: Jon Webb
Stills assist: Dion Bromage
Editor: Jon Holmes
Source: Communicado
Editor’s note: Mumbrella has changed the way it deals with company names. House style is now to use standard proper noun capitalisation on all names regardless of brand typography. Brand typography may be retained in direct quotes from releases.
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