Drypers launches first campaign since parting with BBDO

The ‘Soon-to-be-mother’s day’ campaign was launched on Drypers Facebook’s timeline page, which features activities for expecting mothers including photography, yoga and scrapbooking.

The campaign is the first produced since SCA Hygiene ended its long-term relationship with BBDO and appointed TSLA to handle its creative duties for Drypers in Singapore.

At the time, industry observers attributed the decision to a move away from a conventional agency model to media-neutral agencies and an increased focus on creative work.

Eunice Tan, partner in strategy and development at TSLA, said the response to the new campaign has been "fantastic".

She said, “What’s important is that we’re listening, and both mothers and soon-to-be mothers now have a platform to connect on.”