Bonds explores the wonders of sleep in campaign for its Wondercool range

Bonds and Leo Burnett have launched a new brand platform for the label’s Wondercool baby range, ‘Bonds Wondercool, Works Wonders’.

The campaign highlights the innovative fabric of the garments, which keep babies cool over the summer months as they sleep.

The ads show babies sleeping soundly, with parents imitating their body positions in their own sleeping state. A voiceover explains that sleep is critical for babies so their brains can grow and develop.

The campaign also incorporates real-time audio adverts for Spotify and children’s radio station, Kinderling, which converts the day’s news headlines into a lullaby. The ads have been named by Bonds as ‘Sleepyhead-lines’.

Bonds head of marketing, Kelly McBride, said: “We’re thrilled to be expanding our iconic baby range to include this game-changing fabric innovation. Wondercool is the only baby clothing approved by Red Nose for safer sleep, which should give parents a little peace of mind (and hopefully, more sleep!).”

The campaign will be supported by online, digital and podcast executions.


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