Most nappy brand ads will focus on the baby years, using imagery of serene children sleeping peacefully (due to the quality of their product, natch) or cutesy shots of them starting to get on the move. What is less covered are the toddler years, where nappy pants are still vital but the scenes are often more chaotic.

This new campaign from nappy brand Peachies deliberately leans into these years, using a combination of clever copy and authentic-seeming photography to sum up the humour and frustration that toddlers can create. The lines featured – including ‘toothpaste too spicy?’ and ‘cereal touching milk?’ – speak to the particular, often entirely random, foibles of this age group.

Creative Director Gemma Phillips drew from her own parenting experiences in creating the ads. “Having started my parenting journey with twins, swiftly joined by a third, big pant energy has pretty much been my life for the last seven years,” she says.

“From the moment I started on this brief, I wanted to harness some of the utterly frustrating, but often comedic, moments of toddlerhood and translate them into a campaign that both celebrates and commiserates the noise, chaos and utter shit show that are the toddler years.”

According to Peachies co-founder Rima Suppan, the campaign is already resonating with audiences, both through sales and also by customers sharing their own big pant energy experiences. Perhaps this is due to the way that the campaign manages to hit a note that is relatable but without demonising the kids in the way that language such as ‘terrible twos’ has a tendency to.

As Phillips sums it up, “if your little one is displaying signs of big pant energy … perhaps it’s time for Peachies Pants (and a stiff drink).”

Credits:
Peachies Founders: Rima Suppan, Morgan Mixon
Senior Brand Manager: Elsie Byrne
Creative Director/Art Director/Copywriter: Gemma Phillips
Photographer: Annie Kruntcheva
Designer: Fergus Tillyard