BabyLove encourages Aussies to rethink blue and pink in latest campaign via Communicado
BabyLove is taking on gendered nappies with its #rethinkblueandpink campaign via Communicado, which aims to encourage parents to think twice about what theyʼre putting in their trolley and help break the gender bias from an early age.
Through a series of fake product ads featuring ridiculous gendered baby products that no one would buy into, the campaign is designed to poke fun at unnecessarily gendered nappies.
The campaign also highlights that BabyLove nappies suit both boys and girls via their uniquely contoured shape and an absorbent pad that runs the full length of the nappy, offering protection in the front, back and down below.
Says Michael Joel, general manager marketing at Unicharm Australasia: “At BabyLove, we think gendered nappies are nonsense, and weʼre committed to being leaders in developing nappies that ALL children can wear and feel comfortable in. We hope that our #rethinkblueandpink campaign encourages people to think twice when buying into gendered nappies.”
Says Annie Price, creative director, Communicado: “This was one of those dream briefs that lands on your desk once in a pink & blue moon. To work with a true challenger brand like BabyLove and together, turn category and gender conventions on their head, was an amazing opportunity and challenge. I hope it makes people stop, (re)think and choose BabyLove.”
The fully integrated campaign launches today featuring three 15 second films, a dedicated landing page, social strategy and PR amplification including TV, radio, podcast presenter and first-time mum, Rachel Corbett, as campaign ambassador. The campaign will be further amplified with a paid media strategy via 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 Carpet Court, Dulux, Petstock and Asahi CUB.
Click here for more information on the campaign.
Client – Unicharm Australasia
GM Marketing: Michael Joel
Creative Agency – Communicado
Director: Kerrie Ryan
Director: Lucy Houldsworth
Creative Director/Writer: Annie Price
Designer: Eliza Albie
Group Account Director (Brand Experience): Victoria Beranger
Group Account Director (PR): Chloe Jeffers
Head of Digital: Terence Thean
Integrated Strategy Director: Eliza Mielczarek
Associate Account Director: Claudia Frederick
Content Strategist: Anna Barham Kumar
Senior Account Executive: Naomi Kensall
Account Executive: Angie Darras
Account Coordinator: Sasha Tonkes
Production Company – Clim Studios via Pixel
Producer: Haley Polacik + Kate Goodwin
Sound Post: Front of House
Sound Engineer: Phil Kenihan
Music search: Calum Kenihan
Media – Cole Media
GM: Candice Cole
Digital Director: Kyle Czech
Media Director: Amanda Olsen
12 Comments
nup
I’m so confused. I understand the concept but what is wrong with having nappies that are made to suit babies born with a penis and babies born with a vagina? This just feels like a money grab by Baby Love. Opportunistic. “Let’s make gender neutral nappies” because parents are already so confused about the whole gender bias thing, so this is yet another product that will guilt them into buying something that’s not necessary.
But still using the binary boy & girl. Nice
We don’t do that anymore.
Enjoy your boycott
Whilst you’re at it let’s look at tampons,
Sanitary pads, incontinence pads and underwear as well. Where is this non binary stuff going next?
I’m sure this client once made a funny ad about pooing.
This one just smells funny.
I like this, but as someone expecting a little boy any day now, I’m hoping for an extra-large pocket in the front of his nappies. Maybe somewhere I can stuff a sock.
You’re right, they should just stick with the internationally recognised 🍆 or 🌮 to identify what nappy to use.
I think this idea falls in no mans land. It is making a (probably) true claim about the unnecessary marketing bollocks that goes into a lot of baby products. Is there THAT big a difference between nappies for boys and girls… probably not (yes i’m a parent). Where it falls a bit short for me is that it is then trying to elevate it to a broader conversation around breaking gender bias from a young age.
@ My two cents
You’re on the money I think. This is a poorly executed campaign to try and differentiate from the market leader, Huggies, who has ‘girls’ and ‘boys’ nappies, which is likely BS from a design standpoint. It is also worth noting that many other brands only offer unisex nappies. Not as a statement about about gender, but because it is cheaper.
Nope