A Pioneering Brand
Disrupts Once Again

A Pioneering Brand
Disrupts Once Again

A Pioneering Brand
Disrupts Once Again

As an early leader in organic baby
products, Babyganics
innovated in the babycare aisle.
But competitor brands soon
followed, creating a tougher
marketplace in which this brand
was just one of many choices.

As an early leader in organic baby products, Babyganics
innovated in the babycare aisle. But competitor brands soon
followed, creating a tougher marketplace in which this brand
was just one of many choices.

As an early leader in organic baby products, Babyganics
innovated in the baby care aisle. But competitor brands soon
followed, creating a tougher marketplace in which this brand was
just one of many choices. At a time when moms, dads, and
caregivers are struggling with a pandemic and other social
issues, this integrated campaign offered a chance to solve a
business problem and a cultural problem at the same time,
creating empathy and acceptance in a remarkably judgmental
culture and uplifting the unrecognized work that diverse parents
and caregivers are doing every day.

A Real Brand For Real Parents

With Babyganics’ legacy as an affordable drugstore and supermarket brand, we saw the potential to capture attention and audience in unpacking the cultural baggage of “perfect” parenting, whether that means a two-parent household, a middle-class household, or a white household. In a category that didn’t see a Black dad and child on a package of diapers until 2019, there was a lot of work to be done.

With Babyganics’ legacy as an affordable drugstore and supermarket brand, we saw the potential to capture attention and audience in unpacking the cultural baggage of “perfect” parenting, whether that means a two-parent household, a middle-class household, or a white household. In a category that didn’t see a Black dad and child on a package of diapers until 2019, there was a lot of work to be done.

With Babyganics’ legacy as an affordable drugstore and supermarket brand, we saw the potential to capture attention and audience in unpacking the cultural baggage of “perfect” parenting, whether that means a two-parent household, a middle-class household, or a white household. In a category that didn’t see a Black dad and child on a package of diapers until 2019, there was a lot of work to be done.

The Insight:

For the last 70 years, baby brands have sold us the dream of parenting: adorable babies, clean nurseries, and pastel colors…but who’s helping out the real-life parents struggling with overwhelming parental pressure, judgment, and perfectionism?

For the last 70 years, baby brands have sold us the dream of parenting: adorable babies, clean nurseries, and pastel colors…but who’s helping out the real-life parents struggling with overwhelming parental pressure, judgment, and perfectionism?

For the last 70 years, baby brands have sold us the dream of parenting: adorable babies, clean nurseries, and pastel colors…but who’s helping out the real-life parents struggling with overwhelming parental pressure, judgment, and perfectionism?

The Challenge:

Creating a Nontoxic Baby Culture That Engages and Supports Real Parents (by which we mean all parents).

Creating a Nontoxic Baby Culture That Engages and Supports Real Parents (by which we mean all parents).

Creating a Nontoxic Baby Culture That Engages and Supports Real Parents (by which we mean all parents).

The Idea:

Here’s To Perfectly Imperfect Parenting.

A celebration of parents doing the best they can, every day. As we dug into the baby world, we found countless parents lamenting the two-parent, white, middle- and upper-class perfectionistic culture of parenting in social media—perfect nurseries, perfect birthday parties, well-slept parents with nothing better to do than post perfect pictures of their perfect babies. This seemed like such a huge opportunity to connect meaningfully with families and caregivers of all kinds—not just the perfect ones, but real parents of all genders, shapes, colors, means, and backgrounds. It also meant that we collaborate similarly: with parents of all types in roles ranging from copywriters to talent to business affairs to line producer. The brand and agency worked together as one team to understand the trials of modern-day parenting, which had only been exacerbated during the COVID-19 pandemic. We built a team of parents from all walks of life, learned from parenting culture around the world, and interviewed pediatricians, child psychologists, and more parents. The agency team was made up of immigrant, adoptive, trans, same-sex, single-parent, and BIPOC families in order to get the deepest representation possible for understanding the necessary brand shift and where parents really needed support. In the production of the brand film, “Wheels,” the brand and agency team also sought to cast real families in all roles to accurately represent the chaos and joys of everyday parenting rather than hiring traditional acting talent. As part of the collaboration, SC Johnson reviewed its internal policies concerning child care, parental leave, and support and its external commitments in order to challenge perfect parenting, advocate and educate for systemic change, and align with like-minded partners.

A celebration of parents doing the best they can, every day. As we dug into the baby world, we found countless parents lamenting the two-parent, white, middle- and upper-class perfectionistic culture of parenting in social media—perfect nurseries, perfect birthday parties, well-slept parents with nothing better to do than post perfect pictures of their perfect babies. This seemed like such a huge opportunity to connect meaningfully with families and caregivers of all kinds—not just the perfect ones, but real parents of all genders, shapes, colors, means, and backgrounds. It also meant that we collaborate similarly: with parents of all types in roles ranging from copywriters to talent to business affairs to line producer. The brand and agency worked together as one team to understand the trials of modern-day parenting, which had only been exacerbated during the COVID-19 pandemic. We built a team of parents from all walks of life, learned from parenting culture around the world, and interviewed pediatricians, child psychologists, and more parents. The agency team was made up of immigrant, adoptive, trans, same-sex, single-parent, and BIPOC families in order to get the deepest representation possible for understanding the necessary brand shift and where parents really needed support. In the production of the brand film, “Wheels,” the brand and agency team also sought to cast real families in all roles to accurately represent the chaos and joys of everyday parenting rather than hiring traditional acting talent. As part of the collaboration, SC Johnson reviewed its internal policies concerning child care, parental leave, and support and its external commitments in order to challenge perfect parenting, advocate and educate for systemic change, and align with like-minded partners.

A celebration of parents doing the best they can, every day. As we dug into the baby world, we found countless parents lamenting the two-parent, white, middle- and upper-class perfectionistic culture of parenting in social media—perfect nurseries, perfect birthday parties, well-slept parents with nothing better to do than post perfect pictures of their perfect babies. This seemed like such a huge opportunity to connect meaningfully with families and caregivers of all kinds—not just the perfect ones, but real parents of all genders, shapes, colors, means, and backgrounds. It also meant that we collaborate similarly: with parents of all types in roles ranging from copywriters to talent to business affairs to line producer. The brand and agency worked together as one team to understand the trials of modern-day parenting, which had only been exacerbated during the COVID-19 pandemic. We built a team of parents from all walks of life, learned from parenting culture around the world, and interviewed pediatricians, child psychologists, and more parents. The agency team was made up of immigrant, adoptive, trans, same-sex, single-parent, and BIPOC families in order to get the deepest representation possible for understanding the necessary brand shift and where parents really needed support. In the production of the brand film, “Wheels,” the brand and agency team also sought to cast real families in all roles to accurately represent the chaos and joys of everyday parenting rather than hiring traditional acting talent. As part of the collaboration, SC Johnson reviewed its internal policies concerning child care, parental leave, and support and its external commitments in order to challenge perfect parenting, advocate and educate for systemic change, and align with like-minded partners.

AN APOLOGY AND A COMMITMENT TO CHALLENGE THE CATEGORY

To increase visibility around the pressure of parental perfection, Babyganics took to Parents magazine as well as parenting podcasts and social channels to own up to the perfectionistic baby culture of the past and to usher in a new era of Perfect Imperfection.

To increase visibility around the pressure of parental perfection, Babyganics took to Parents magazine as well as parenting podcasts and social channels to own up to the perfectionistic baby culture of the past and to usher in a new era of Perfect Imperfection.

To increase visibility around the pressure of parental perfection, Babyganics took to Parents magazine as well as parenting podcasts and social channels to own up to the perfectionistic baby culture of the past and to usher in a new era of Perfect Imperfection.

“Wheels” Brand Film

Produced in house with a cast of real families of all kinds, this humorous :60 and long-form sing-along spot celebrates perfectly imperfect parenting—from exhausted moms to meltdowns to the unexpected joys of never quite knowing what day it is. “Wheels” brought to life what everyone was too tired to say—parents need love and understanding, too.

Produced in house with a cast of real families of all kinds, this humorous :60 and long-form sing-along spot celebrates perfectly imperfect parenting—from exhausted moms to meltdowns to the unexpected joys of never quite knowing what day it is. “Wheels” brought to life what everyone was too tired to say—parents need love and understanding, too.

Produced in house with a cast of real families of all kinds, this humorous :60 and long-form sing-along spot celebrates perfectly imperfect parenting—from exhausted moms to meltdowns to the unexpected joys of never quite knowing what day it is. “Wheels” brought to life what everyone was too tired to say—parents need love and understanding, too.

Diversity numbers: Agency Team

Diversity numbers: In Front of the Camera (“Wheels”)

Families we depicted were:

Families we depicted were:

Families we depicted were:

*25% of the adult talent was LGBTQ+

*25% of the adult talent was LGBTQ+

*25% of the adult talent was LGBTQ+

Diversity numbers: Behind the Camera (“Wheels”)

*Protecting our teams privacy precludes us from providing\nfurther data regarding LGBTQ+ and disability info.

*Protecting our teams privacy precludes us from providing\nfurther data regarding LGBTQ+ and disability info.

*Protecting our teams privacy precludes us from providing\nfurther data regarding LGBTQ+ and disability info.

“Wheels” Brand Film: 60 Second

“Wheels” Brand Film: Longform

:15 Product Animations

These took a musical route as well, finding the fun and relief that Babyganics products add to daily routines.

These took a musical route as well, finding the fun and relief that Babyganics products add to daily routines.

These took a musical route as well, finding the fun and relief that Babyganics products add to daily routines.

2-in-1 Bath Soap Spot

Launching The Conversation and Building The Village:

A No-pressure Zone For Parents

Babyganics’ social channels featured conversation prompts relating to parenting issues and created a place to connect parents to each other and to the brand. This is a space where everyone has permission to be perfectly imperfect, that gives parents a smile and some understanding. We posted “You’re Doing Great” breaks showing real moments from the shoot that all parents can relate to and feel communion with. We started conversations and elicited UGC content around parenting, from social conventions to stereotypes to parenting wins. On Babyganics owned media, we launched improved versions of some of the brand’s most iconic products with language aimed at parents—from sunscreen that’s easy to put on so you can actually get out the door, to a combination Shampoo & Body Wash that gets you in and out of the tub (and off to bed) just that much sooner.

Babyganics’ social channels featured conversation prompts relating to parenting issues and created a place to connect parents to each other and to the brand. This is a space where everyone has permission to be perfectly imperfect, that gives parents a smile and some understanding. We posted “You’re Doing Great” breaks showing real moments from the shoot that all parents can relate to and feel communion with. We started conversations and elicited UGC content around parenting, from social conventions to stereotypes to parenting wins. On Babyganics owned media, we launched improved versions of some of the brand’s most iconic products with language aimed at parents—from sunscreen that’s easy to put on so you can actually get out the door, to a combination Shampoo & Body Wash that gets you in and out of the tub (and off to bed) just that much sooner.

Babyganics’ social channels featured conversation prompts relating to parenting issues and created a place to connect parents to each other and to the brand. This is a space where everyone has permission to be perfectly imperfect, that gives parents a smile and some understanding. We posted “You’re Doing Great” breaks showing real moments from the shoot that all parents can relate to and feel communion with. We started conversations and elicited UGC content around parenting, from social conventions to stereotypes to parenting wins. On Babyganics owned media, we launched improved versions of some of the brand’s most iconic products with language aimed at parents—from sunscreen that’s easy to put on so you can actually get out the door, to a combination Shampoo & Body Wash that gets you in and out of the tub (and off to bed) just that much sooner.

Parent UGC

“The exceptional quality of Red & Co.’s strategic thinking and creative work, as well as our shared values and commitment, makes for a perfect partnership. When we first started working together, I thought it was a match made in heaven, and now, after a year of working together, I believe it even more. The work is impressive, everyone is energized, and we are thrilled to see it out in the world.”

“The exceptional quality of Red & Co.’s strategic
thinking and creative work, as well as our shared
values and commitment, makes for a perfect
partnership. When we first started working together, I
thought it was a match made in heaven, and now, after
a year of working together, I believe it even more. The
work is impressive, everyone is energized, and we are
thrilled to see it out in the world.”

“The exceptional quality of Red & Co.’s strategic
thinking and creative work, as well as our shared
values and commitment, makes for a perfect
partnership. When we first started working together, I
thought it was a match made in heaven, and now, after
a year of working together, I believe it even more. The
work is impressive, everyone is energized, and we are
thrilled to see it out in the world.”

— Sara Mendez Bermudez, Global
Chief Marketing Officer at SC Johnson Lifestyle Brands

— Sara Mendez Bermudez, Global Chief Marketing Officer at
SC Johnson Lifestyle Brands

— Sara Mendez Bermudez, Global Chief Marketing Officer at
SC Johnson Lifestyle Brands

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We’d love to work with you and your team.

© Red & Co. 2022

© Red & Co. 2022

© Red & Co. 2022