// Mamy Poko Pants //
Beyond Soft: Rethinking Diaper Comfort
BRAND OVERVIEW
About the Brand
MamyPoko Pants is a baby-care brand focused on keeping babies comfortable, dry, and protected through reliable diaper innovation. With Skin Breathe Care, the brand addresses an often-overlooked dimension of diaper comfort: breathability.
INDUSTRY
HEALTHCARE & OTC
Campaign Name
Beyond Soft. Let Skin Breathe.
SERVICES
FILMS AND CAMPAIGNS
PROBLEM STATEMENT
01.
The Category Was Stuck on Softness
In a category dominated by “softness” and “comfort” messaging, breathability lacked a strong, memorable consumer narrative.
02.
Rash Anxiety Was Creating a Parenting Dilemma
Parents’ anxiety around rashes often led to the question: “Should I give my baby a diaper break?
THE SOLUTION
01.
Created a Distinctive Campaign Territory
Developed “Beyond Soft. Let Skin Breathe.” to shift the conversation from simply how soft a diaper feels to how comfortable it keeps a baby’s skin.
02.
Built a Multi-Layered Campaign Narrative
Created a Functional DVC to establish the product truth, followed by a Master DVC that turned the functional benefit into an emotionally relatable parenting story.
03.
Extended the Idea Across Social
Translated “Beyond Soft” into social-first posts and reels that educated parents, challenged the conventional definition of diaper comfort, and kept the breathability conversation going beyond the hero film.
RESULTS
3 campaign layers
Functional DVC → Master DVC → Social Amplification
1 distinctive brand territory
Beyond Soft