SCA Hygiene's diaper brand Drypers has launched a TVC as part of its new brand campaign to inspire parents to spend quality time with children.
Local agency TSLA created the campaign with the tagline "More time for the things that matter". The campaign runs on broadcast, digital, OOH and shopper marketing channels.
The agency is also leading the social media aspect of the campaign which it claims sees a daily buzz of over 1,000 parents talking about Drypers on the brand's 20,000-fan strong Facebook page.
OMD handled the media buys for the campaign.
"There is a lot of noise in this category which simply pushes product at weary parents instead of reminding them of the real, emotional joys of parenting." Hanyi Lee, creative officer at TSLA said.
The campaign will be running for a year.
In October last year, Drypers also launched a nationwide content creation campaign titled the "Drypers Best Ever Awards" where parents could submit videos of their babies across various categories. The campaign ran online and on social media sites as well as radio.