Drypers A Beautiful Journey

  • EMOTION INTO ACTION SCORE 84.64
  • YEAR 2017
  • Parent company Svenska Cellulosa Aktiebolaget
  • AGENCY Publicis Malaysia
  • CATEGORYCPG/FMCG
  • SUB-CATEGORY Baby Care
  • REGION Asia Pacific
  • COUNTRY Malaysia
  • MEDIUM Digital

Our Opinion

This ad by personal care brand Drypers in Malaysia takes a very straightforward approach – a story of a pregnancy and birth, with no big surprises or twists. It’s one of the things that makes stories of motherhood such a rich vein for emotional ads – the journey to becoming a parent has a built in emotional peak, you don’t need to do much with it other than get the execution right and make sure the brand doesn’t dilute the emotion too much. Drypers gets it right – their “Beautiful Journey” is a very candid portrait of pregnancy which creates predictable emotional impact.