Drypers calls out 'cap ayam' diapers in bold campaign

In a move to reinforce its brand trust among Malaysian parents, Drypers has launched a provocative campaign titled “Pastikan Drypers, baru beli” (“Be sure it's Drypers before you buy”) in collaboration with Havas Malaysia.

The campaign takes aim at the increasing popularity of uncertified, generic diaper brands, often referred to locally as ‘Cap ayam’, which are gaining traction among price-sensitive consumers. Drypers, a staple in Malaysian households for over 25 years, is positioning the campaign as a wake-up call for parents to prioritise safety and quality over price.

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At the centre of the campaign is a thought-provoking TikTok video that features a real-world social experiment: a woman approaches parents and asks to hold their babies. As expected, the parents instinctively refuse, highlighting the natural protectiveness that comes with parenthood. The video then delivers its punchline: "If you wouldn’t trust a stranger with your baby, why trust an uncertified diaper?"

The campaign extends beyond video content with snackable digital assets and a light-hearted radio spot that uses the colloquial term for urination, ‘shi shi’, to drive home the message in a culturally resonant way.

To further engage with mothers, Drypers has introduced a “Diaper back guarantee” initiative. The programme invites parents to share their experiences with low-quality diapers, dubbed “diaper disasters”, in exchange for a free pack of Drypers. The brand hopes this effort will not only drive trial but also reinforce the reliability of its products.

“As a brand trusted by Malaysian parents for more than 25 years, we understand the challenge of taking care of a child, especially for first-time mums,” said Yapp Pau Ling, country head of Vinda Malaysia. “While trying something new might seem harmless, a baby’s comfort and safety will always be the priority in parenting. Drypers is here to support informed choices and give parents the confidence in giving the best for their little ones.”

Donevan Chew, chief creative officer at Havas Malaysia, added, “In everyday life, a mother would never entrust her baby to a stranger. Yet ironically, some are prepared to place their trust in uncertified ‘Cap ayam’ diapers. Through this campaign, we wanted to highlight that buying diapers from unverified sources is no different from handing your baby to someone you don’t know.”

Running until July, the “Pastikan Drypers, baru beli” campaign reflects a growing trend among legacy brands in Malaysia to assert their value and credibility in the face of low-cost challengers.

Just last year, Drypers went all out on its Pinkfong collaboration, with the South Korean edutainment companies' IP characters splashed across the Drypantz diaper packaging. In line with the collaboration, Drypers partnered with social media influencers and content creators for a series of videos, and also released a shower fun learning box with Pinkfong themed items to make shower-time fun for kids. The learning box was made available for parents who signed up with the Drypers Baby Club. 

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