The Campaign

We created NAPPY NOTES—a simple idea to help new mums beat the baby blues. Since love and support are crucial at this early stage, we redesigned our smallest-sized nappies for newborns. Leveraging standard ‘wetness indicator’ technology, we embedded simple messages that appear when the nappy gets wet—loving messages of encouragement, each coming from the best person to give mummy a boost…her baby.

Creative Execution

Leveraging standard ‘wetness indicator’ technology, we embedded simple messages that appear when the nappy gets wet—loving messages of encouragement, each coming from the best person to give mummy a boost…her baby.

For this campaign, it wasn’t about communicating comfort levels or increasing sales. It was about supporting first-time mums and enhancing their health and wellbeing. Now new mums receive as many loving messages as their babies pee each day—at the time they need it the most. Research results showed that 60% of new mums reported a positive reaction to Nappy Notes. With one simple idea, we proved that love can conquer all. And for new mums, that’s a big deal. By speaking directly to young mums at every nappy change, the brand went from being 'wallpaper' to reinventing communications for the category—and repurposing the humble nappy as a brand-new medium. All using the standard ‘wetness indicator’ technology that has appeared on nappies for years. The emotional responses generated by this campaign helped build brand affinity and differentiation more than any increase in sales or market share ever could.

Baby nappies are a low interest category where brands have little differentiation. As one of Asia’s leading nappy manufacturers, HELLO ANGEL was looking for a way to build brand affinity and create a deeper emotional connection with mothers. So we engaged directly with new mums by embedding loving messages of support in every nappy to help them beat the baby blues—a serious problem that affects up to 80% of all first-time mums. By speaking directly to young mums at every nappy change, the brand went from being 'wallpaper' to reinventing direct communications for the category.

HELLO ANGEL’S brand purpose is rooted in delivering ‘love and support’ to young mothers. We sought to own ‘love and support’ by creating a deeper emotional connection with mothers. Since up to 80% of all new mums suffer from the baby blues in the first few weeks of motherhood, this carved out a powerful brand opportunity for us—to help new mums beat the baby blues by providing the right ‘love and support’, at the time they need it the most. By embedding loving messages in every nappy, we engaged directly with new mums at every nappy change. And with every nappy change, we built a stronger bond between the mother and her baby, and towards our brand.