Australia – Local underwear company Bonds has unveiled its latest campaign ‘The Never Ending Nappy’ to promote the launch of its new ‘Wonderbums’ reusable nappy in collaboration with Special Australia.
Disposable nappies are a thing of the past, as this new product from Bonds is something that can be used over and over again, as portrayed in the lighthearted 15 second film depicting the experience of changing nappies that parents can definitely relate to.
Brought to life by director Glenn Stewart, the film showcases a presumably sleep deprived Dad in the midst of a nappy change having the realisation that ‘Wonderbums’ can be used a lot of times and that he as well, would have to change nappies a lot of times too.
The campaign plays with the idea of the ‘never-ending nappy’ in multiple media channels with striking outdoor installations as well. Furthermore, organic content will be shared on social media platforms such as TikTok, Instagram, and Pinterest.
Kedda Ghazarian, marketing manager at Bonds says, “Our new Wonderbums reusable nappy launches us into a completely new category for Bonds – one that felt natural given our credibility in baby and focus on absorbency innovation. The campaign is a cheeky nod to the joys and realities of nappy changes and helps Aussie parents to navigate a new way forward – a comfier solution to help slow the flow of disposable nappies ending up in landfill.”
Meanwhile, Ryan Fitzgerald, executive creative director at Special Australia, commented, “No parent launches themselves into reusable nappies because they’re excited for the challenge—they’re doing it in service of the little bum they’re covering. And a nappy you can use over and over and over and over again is a nappy that you can feel good about.”
