Bonds launches new Wonderbums product with hypnotic campaign

July 17, 2023 10:19

Bonds has unveiled its latest campaign ‘The Never Ending Nappy’ with the launch of its new Wonderbums reusable nappy, via Special Australia.

The campaign subverts the cutesy tropes of common nappy advertisements with a fresh and truthful tone.

It showcases a presumably sleep deprived Dad in the midst of a nappy change, having the realisation that Wonderbums can be used over…and over…and over again.

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Lauren McNamara

Lauren McNamara is a freelance journalist. She previously spent three years at Mumbrella, most recently as the associate editor. She left her staff role in August 2025.