BabyLove brings ‘More Bluey, More Love’ to entire nappy range in new campaign via Communicado
Baby care brand BabyLove is giving parents and their little ones more to smile about with the announcement that Bluey will now be appearing on their Cosifit range of nappies. To celebrate this, Communcado has launched a new campaign that represents the extension of the brand’s Bluey partnership to its entire core nappy portfolio, uniting all its products under the banner ‘More Bluey, More Love’.
For new parents, Bluey may soon become a big part of their world, so what better way to get acquainted than through BabyLove’s partnership with Australia’s most loved Heelers?
Through an integrated campaign across BVOD, social, PR, OOH, retailer point of sale and digital, ‘More Bluey, More Love’ shows babies in their not so natural habitat – a Bluey-inspired wonderworld.
Says Annie Price, ECD, Communicado: “Never work with kids or animals? Nah, let’s work with LOADS of kids with animal print nappies, let them all loose and see what happens, what could possibly go wrong?! This was one of those rare moments where you shoot with no preconceived notion of the action and just let the magic happen. And thanks to our amazing partners at The Producers, and a lot of effort leading up to shoot day, the magic most definitely happened. We’re really proud of this work and hope it puts a smile on everyone’s dial when they watch it.”
Both Bluey and BabyLove stand for modern parenting and bringing ease and fun to the everyday, making the partnership the perfect fit (pun completely intended).
Bluey’s been part of the BabyLove family since 2024, when the partnership began via BabyLove’s Nappy Pants and SleepyNights range. Now on Cosifit, this new campaign showcases that as your child grows, BabyLove will be there too, bringing more Bluey to every stage of your baby’s development.
Says Ruri Morris, brand manager, Unicharm Australasia: “Bluey fan parents, we’ve heard you: we’ve Bluey-ified the range. And for those about to welcome their little ones and haven’t quite caught up with the hype, we’ve got you covered too, with Bluey designs available from Size 1 Newborn.
“Call us biased but we think they’re the most attractive nappies out there. But don’t be deceived by their good looks – Cosifit’s performance is top-notch; parents continue to tell us Cosifit still delivers on fit, absorbency and leak protection. Nappy changes just got easier, happier, and more fun with Bluey.”
The campaign is live now.
Client: Unicharm Australasia
General Manager Marketing: Michael Joel
Brand Manager, Cosifit: Ruri Morris
Brand Manager, Cosifit: Kaori Gault
Digital Marketing Specialist: Riya Agrawal
Creative Agency: Communicado
Director: Lucy Houldsworth
Executive Creative Director: Annie Price
Associate CD/Writer: Chris Buchanan
Associate CD/Art Director: Simon Fleming
Integrated Strategist: Daniel Hedger
Group Account Director: Wil de Souza
Account Manager: Narayanan Subramani
Head of Content & Social: Anna Barham Kumar
Social Media Specialist: Pippa Russell
Head of Digital: Terence Thean
PR Account Director: Claudia Frederick
PR Senior Account Manager: Angie Darras
Account Coordinator: Tiana Saad
Media Agency: Cole Media
General Manager: Candice Cole
Media Director: Amanda Olsen
Digital Directors: Robyn Cameron and Anya Subberwal
Social Media Manager: Kelly Newey
Director: Olivia Altavilla
EP: Tanya Spencer
Producers: Krystal Tomczak and Jerrica Tan
DOP: Brendan Cherry
Production Company: The Producers
Post Production: Manimal
Offline / Colourist: Denzil Heeger
Online: Ryan Brett
Sound: Production Alley
Photography: Catherine Black