BabyLove encourages Aussies to rethink blue and pink in latest campaign via Communicado


BabyLove is taking on gendered nappies with its #rethinkblueandpink campaign via Communicado, which aims to encourage parents to think twice about what theyʼre putting in their trolley and help break the gender bias from an early age.


Through a series of fake product ads featuring ridiculous gendered baby products that no one would buy into, the campaign is designed to poke fun at unnecessarily gendered nappies.

The campaign also highlights that BabyLove nappies suit both boys and girls via their uniquely contoured shape and an absorbent pad that runs the full length of the nappy, offering protection in the front, back and down below.

Says Michael Joel, general manager marketing at Unicharm Australasia: “At BabyLove, we think gendered nappies are nonsense, and weʼre committed to being leaders in developing nappies that ALL children can wear and feel comfortable in. We hope that our #rethinkblueandpink campaign encourages people to think twice when buying into gendered nappies.”

Says Annie Price, creative director, Communicado: “This was one of those dream briefs that lands on your desk once in a pink & blue moon. To work with a true challenger brand like BabyLove and together, turn category and gender conventions on their head, was an amazing opportunity and challenge. I hope it makes people stop, (re)think and choose BabyLove.”

The fully integrated campaign launches today featuring three 15 second films, a dedicated landing page, social strategy and PR amplification including TV, radio, podcast presenter and first-time mum, Rachel Corbett, as campaign ambassador. The campaign will be further amplified with a paid media strategy via Cole Media.

Wholly independent, Communicado delivers integrated thinking and creative solutions, combined with PR, digital and shopper delivery for some of Australiaʼs most loved brands including Carpet Court, Dulux, Petstock and Asahi CUB.

Click here for more information on the campaign.

Client – Unicharm Australasia
GM Marketing: Michael Joel

Creative Agency – Communicado
Director: Kerrie Ryan
Director: Lucy Houldsworth
Creative Director/Writer: Annie Price
Designer: Eliza Albie
Group Account Director (Brand Experience): Victoria Beranger
Group Account Director (PR): Chloe Jeffers
Head of Digital: Terence Thean
Integrated Strategy Director: Eliza Mielczarek
Associate Account Director: Claudia Frederick
Content Strategist: Anna Barham Kumar
Senior Account Executive: Naomi Kensall
Account Executive: Angie Darras
Account Coordinator: Sasha Tonkes

Production Company – Clim Studios via Pixel
Producer: Haley Polacik + Kate Goodwin
Sound Post: Front of House
Sound Engineer: Phil Kenihan
Music search: Calum Kenihan

Media – Cole Media
GM: Candice Cole
Digital Director: Kyle Czech
Media Director: Amanda Olsen