We set ourselves the challenge of mobilising parents by showing the superiority of Dodot's product and presenting the brand as the perfect ally in those moments when they need it most: the moments when they have a bad day.
Marronazo
Breaking taboos to boost sales of new diaper format.
Client
- P&G
Office
- Spain
Dodot launched a new format that didn't quite fit in with the uses and habits of Spanish parents when it comes to diapers.
In this campaign, we used humour to put an experience shared by all parents at the centre. In this way, we managed to de-dramatise diaper back leaks, and engage parents in a fun conversation that generated engagement and great moments for Dodot and its community.
Nieves Durán
Chief Strategy Officer VML Spain
Dodot launched an innovative feature in 2022 that prevents back leakage and represents a significant improvement in protection for its Dodot Pants diapers. All this in a complicated economic context, in which the retail brands were strong with very competitive proposals and Dodot Pants suffered from on going value share loss.
If you have children you may remember one of the most horrifying experiences you can have as a parent: the dreaded back leakage of poo from the diaper. What we call a full-blown "marronazo". Sound familiar?
To help these parents in distress, we launched the "Marronazo" concept, which sought to raise awareness of this innovation by connecting with parents in an insightful and fun way. The campaign relied on both owned and paid media with the aim of achieving notoriety but also optimising the conversion from taped diapers to pants diapers.
To do this, we created a small but powerful 360 ecosystem; with three audiovisual pieces for digital, social and TV; the Momento Marronazo activation, an influencer plan, display pieces on Amazon and pieces for instore. A campaign that allowed us to de-dramatise back diaper leakage, and engage parents in a fun conversation that generated buy-in and great moments for Dodot and its community.
Following the launch campaign Dodot Pants has gone from being a negative contributor to a source of growth for the brand in FY22/23. In addition, the brand has regained its absolute equity leadership and increased its innovative brand perception by more than 50 points.
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Awards
2023 Eficacia Awards
Best Campaign for Existing Product/Service
Shortlist
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