Babyganics celebrates perfectly imperfect parents

With its new campaign, baby products brand Babyganics is acknowledging and challenging today’s cultural conversation of what it means to be a “perfect” parent.

“Here’s to Perfectly Imperfect Parenting” defies the concept of parental perfection and presents new brand commitments from Babyganics rooted in support and action.

Identifying a gap between how the baby category talks about parenting and how parents talk about parenting, Babyganics calls attention to the issue with an apology – a “Sorry” letter to parents across the nation that addresses its role in parenting and encourages caregivers to stop striving for unrealistic parenting goals. The centerpiece of the campaign is a :60 brand film, “Wheels,” a humorous sing-along spot that celebrates perfectly imperfect parenting.

“Here’s to Perfectly Imperfect Parenting” leverages consumer insights and represents a progression in the conversation Babyganics has established within the parenting community. The campaign addresses real-life experiences the brand continues to hear from parents: two out of three parents feel like advertisements targeting them today don’t accurately represent their own personal experience as a parent. Furthermore, 62% of parents say they have felt pressure to live up to unrealistic expectations often set by peers and society*. 

Through a 360-degree national campaign, Babyganics is celebrating real parenting – from embracing and including all diverse definitions of family, to acknowledging the daily challenges all families face. “Here’s to Perfectly Imperfect Parenting” depicts the incredible labor of love and realization that parenting is not a fairy tale, rather a hero’s journey – one that praises bravery, ingenuity, absurdity, diligence, sacrifice, hope, and community.

Babyganics is taking real action to help support parents’ well-being through tangible commitments. Among its promises to parents, Babyganics will shift focus to family well-being by depicting real, non-sugar-coated moments and going directly to moms and dads for an honest look at the best and hardest job in the world – parenting. 

Babyganics products are another proof point of its commitments. The brand is dedicated to taking care of kids so parents can take care of themselves. Through bath & body, diapering, outdoor and homecare options, Babyganics helps parents feel at ease and better enjoy the journey of parenthood. To see how Babyganics is committed to parents’ well-being. Please visit VISIT HERE

Creative Credits

Company: Babyganics – SC Johnson

Sara Mendez, Chief Marketing Officer

Brian Steinbach, General Manager

Connie Chen, VP of Brands

Bill Darling, Global Creative Director

Samantha Abrameto, Brand Director

Jennifer Bhalla, Brand Creative

Katrina Firenze, Brand Creative

John Welke, Consumer Insights

Tammy Chung, Consumer Insights

Agency: Red & Co.

Mira Kaddoura, Executive Creative Director

Jess Vacek, Creative Director

Zorica Radovic, Art Director

Dan Kroeger, Creative

Pierre Janneau, Creative

Nick North, Creative

Remi Sade, Creative

Karin Hesselvik, Creative

Clare Pickens, Business Director

Alexina Shaber, Account Director

Mackenzie Devine, Account Director

Producer, Felicia Glover

Lisa Prince, Planning Director

Daisy Plummer, Planning Director

Marina Tokar, Brand Strategist

Alex Janneau, Brand Strategist

Jocelyn Reist, Social and Comms Strategist

John Rowan, Social and Comms Strategist

Brad Ziff, Social and Comms Strategist

Shari Eiesland, Operations & Project Management

Andrew Seistrup, Operations & Project Management

Marco Murillo, Design Director

Jordenn Bailey, Designer

Jennifer DeCastro, Business Affairs

Alicia Araujo, Intern

Production Company: Red & Co.

Mira Kaddoura, Director

Jess Vacek, Director

Karina Silva, Director of Photography

Gwyn Fletcher, Line Producer

Felicia Glover, Executive Producer

Editing Company: WORK Editorial

Anne Perri, Editor

Sidney Williams, Assistant Editor

Audio Post: Th3rd Sound

Lance Limbocker, Sound Designer/Mixer

Lullatone/Shawn Seymour, Music

Vince Frates, Music

Music: Wheels On The Bus

Verna Hills, Artist

Post Production

Colorist, Sofie Friis Borup

Producer, Alexandra Lubrano

Design & Animation Production: Red & Co

Hieronymous, Animator

Shari Eisland, Producer

Andrew Seistrup, Producer

Mira Kaddoura, Creative

Jess Vacek, Creative

Zorica Radovic, Creative

Clare Pickens, Account

Alexina Shaber, Account

Marco Murillo, Design Director

Jordenn Bailey, Design


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