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MY BABY’s #MandiHappy looks to break baby toiletries advertising clichés

MY BABY has launched a year-long integrated campaign for its shampoo and milk bath range. Named #MandiHappy or loosely translated as bathing happiness, the campaign outperforms all previous MY BABY campaigns, according to the company’s pre-campaign research.

At the heart of the campaign features a video that breaks baby toiletries advertising clichés that include product and ingredient information as well as shots of mothers and kids during bathing rituals in a bath tub, said a press release. The production by creative agency M&C Saatchi Indonesia features a “bath song” that coins bath time as MY BABY time, and a choreographed dance that parents and their children can perform during and after the bath. Engineered to be catchy for kids and parents to sing along during a bath, the song’s lyrics in Bahasa Indonesia talk about how the products are mild on the eyes and skin.

The one-minute video has garnered 1.7 million views on YouTube in less than a month. M&C Saatchi Indonesia said that the concept is driven by MY BABY’s desire to change the perception of baths as a ritual and a disruption to playtime. The song and dance seek to create natural bonding moments and make bath time more enjoyable for kids.

“The baby toiletries category always comes from the perspective of the mother. The category norm is to establish a bathing ritual and make both the mother and the baby a part of it, almost forcing them to bond. The fake notion of fun during bath time was something that irked the brand to create real fun,” said the agency.

It added that the brand has long been established in the baby oil category in Indonesia and was looking to gain more visibility on the baby toiletries front through the campaign. #MandiHappy will run for a year on television, digital, social media, print and out-of-home mediums.

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