Monperi
''MonPeri'' translates to ''My Fairy'' and the women behind the brand refer to themselves as fairies - in our opinion, however, they are more like real tough girls.
Rebel among diapers
The end of naivety and stereotypes
The best spots write themselves
"The tough guy takes on the biggest challenge with the help of MonPeri diapers: changing his own child."
Rebel among diapers
The diaper market is firmly controlled by large global corporations that have disproportionately greater resources for development and promotion.
For a Czech brand to succeed in such a battlefield, it needs to have a good product, a concept, and to go into it with heart. All of this is fulfilled by the 'tough fairies' from MonPeri. This was also one of the reasons why we didn't want to create a standard campaign full of mothers smiling over used diapers and obedient children.
To hell with naivete and stereotypes
Thanks to hours of conversations with young mothers and discussions within our team, we gained the following insight: young parents are often frustrated by how inaccurately and naively child care is portrayed in advertisements. In reality, the early years of parenthood often feel like a raging battle full of sleep deprivation, various bodily fluids, and piercing baby cries. However, such a campaign concept did not seem optimal to us from a marketing perspective.
Best spots write themselves
When we summarized the insights gained in the creative team, we were clear: our spot must be a dignified presentation of the brand and at the same time a tribute to all fathers and mothers. Parents who know that caring for a child is definitely not a simple and idyllic game, as competing companies present it. The moment we started perceiving child care in that way, we naturally arrived at what type of protagonist to choose – a protagonist adequately tough for the challenge.
Where there is a strong main character, there must also be a challenge upon which their strength can be demonstrated - this gave us the foundation for the narrative of the entire spot: "Changing a baby, that's the real challenge!"
A hero who helps young fathers realize that being a dad is one of the manliest things ever. At the same time, a hero who will appeal to mothers and make the MonPeri brand attractive and memorable for them.
