With its new campaign, baby products brand Babyganics is acknowledging and challenging today's cultural conversation of what it means to be a 'perfect' parent. 'Here's to Perfectly Imperfect Parenting' defies the concept of parental perfection and presents new brand commitments from Babyganics rooted in support and action.

Identifying a gap between how the baby category talks about parenting and how parents talk about parenting, Babyganics calls attention to the issue with an apology – a 'Sorry' letter to parents across the nation that addresses its role in parenting and encourages caregivers to stop striving for unrealistic parenting goals. Created by Red & Co.., the centerpiece of the campaign is a 60-second brand film, 'Wheels', a humorous sing-along spot that celebrates perfectly imperfect parenting.

'Here's to Perfectly Imperfect Parenting' leverages consumer insights and represents a progression in the conversation Babyganics has established within the parenting community. The campaign addresses real-life experiences the brand continues to hear from parents: two out of three parents feel like advertisements targeting them today don't accurately represent their own personal experience as a parent. Furthermore, 62% of parents say they have felt pressure to live up to unrealistic expectations often set by peers and society*.

Through a 360-degree national campaign, Babyganics is celebrating real parenting – from embracing and including all diverse definitions of family, to acknowledging the daily challenges all families face. 'Here's to Perfectly Imperfect Parenting' depicts the incredible labor of love and realization that parenting is not a fairy tale, rather a hero's journey – one that praises bravery, ingenuity, absurdity, diligence, sacrifice, hope, and community.

Babyganics is taking real action to help support parents' well-being through tangible commitments. Among its promises to parents, Babyganics will shift focus to family well-being by depicting real, non-sugar-coated moments and going directly to moms and dads for an honest look at the best and hardest job in the world – parenting.

*OnePoll Survey of 2,000 parents with children ages 0-6, conducted September 2021