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.
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
Colorist, Sofie Friis Borup
Producer, Alexandra Lubrano
Design & Animation Production: Red & Co
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