MamyPoko Pants has introduced Skin Breathe Care, a diaper care solution designed to address the role of breathability in baby skin comfort. The product features a Half Skin Touch Airy Sheet designed to provide 50% less skin contact while allowing greater airflow between the diaper and the baby’s skin.
To communicate the product proposition, the brand has launched the ‘Beyond Soft. Let Skin Breathe.’ campaign, conceptualised and executed by Grapes Worldwide. The campaign encourages parents to look beyond softness when considering diaper comfort, while addressing concerns around rashes and the need for frequent diaper breaks.
While softness remains an important consideration when choosing diapers, the campaign highlights how friction, prolonged skin contact and stuffiness can also contribute to skin discomfort. Through Skin Breathe Care, the brand aims to offer parents a broader approach to diaper care, with breathability as a key product benefit.
The campaign spans a functional digital video commercial (DVC), a master DVC and social media content. The functional film features Pokochan explaining the product technology in a simple and accessible manner, highlighting the Half Skin Touch Airy Sheet, 50% less skin contact and the role of airflow in addressing concerns around friction and stuffiness.
The master DVC takes a more emotional approach, opening with a familiar parenting dilemma: a mother notices a hint of rash and wonders whether she should give her baby a diaper break. Pokochan introduces breathability as another way to think about diaper comfort, connecting the product benefit with a concern faced by parents.
Commenting on the campaign, Shradha Agarwal, Co-founder and Global CEO of Grapes Worldwide, said, “With Skin Breathe Care, the opportunity was to take a functional product benefit and turn it into a conversation that parents could genuinely relate to. ‘Beyond Soft. Let Skin Breathe.’ allowed us to move the conversation from softness alone to a broader understanding of comfort, while addressing the very real concerns parents have around their baby’s skin. Our focus was to make the product proposition simple, relevant and emotionally resonant.”
The campaign is also being amplified across social media through short-form content and reels that simplify the product benefits and build awareness around the importance of breathability in diaper care.
