Bonds Launches WonderbumsTM “The Never Ending Nappy” in Latest Campaign with Special Australia
With the launch of WonderbumsTM, Bonds is taking on the category with a campaign that subverts the cutesy tropes so common in nappy advertising with a fresh and truthful tone. Because every parent out there knows that deja poo is real.
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 WonderbumsTM can be used over and over and over and over and over and over and over and over and over and over and over and over and over and over and over and over again.
The campaign plays with the idea of the never-ending nappy in multiple media channels with striking outdoor as well as TVC, OOH, OLV, Social, Display, and Owned Channels.
Additionally, organic content will be shared on social media platforms such as TikTok, Instagram, and Pinterest.
Kedda Ghazarian, marketing manager, Bonds said; “Our new WonderbumsTM 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.”
Ryan Fitzgerald, executive creative director, Special said; “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.
