Our Best Ever Drypers

18 Jul 2012
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Drypers competes head-on with the likes of Pampers, Huggies and Mamy-Poko in the cluttered diaper category, where market shares are fiercely defended and mothers stake their reputations on generational loyalty passed down from their mothers. Drypers needed to grow its market share, which was declining year-on-year, by addressing perceptual legacy issues about quality and brand premium. Our first work for the brand demonstrated a whole new generation of Drypers which included a slew of product enhancements, thus deeming it "the best ever diaper" from Drypers yet. The campaign celebrated the launch of the best ever Drypers with an attitude, imagery and content to suit even the gentlest of baby behinds.

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