MAMYPOKO BECOMES DADYPOKO

How do you break a decades old stereotype with one bold move?

As more millennial fathers became actively involved in hands on parenting, the diaper category was still built around the assumption that childcare was a mother’s responsibility.

So on Father’s Day, we turned that assumption on its head by temporarily changing MamyPoko’s name to DadyPoko, putting fathers at the center of a category that had traditionally spoken almost exclusively to mothers.

But changing a brand name is a big move, especially for a Japanese multinational like Unicharm. We had to sell the idea of changing one of its most established brand assets to make a bigger cultural statement, turning the name itself into part of the message.

We brought the new identity to life across the brand’s digital and social presence, inviting fathers to prove that, just like moms, they could take care of their babies and handle the dirty work of changing diapers. The challenge sparked an outpouring of real participation, with proud moms and dads uploading photos of fathers taking on diaper duty.

More than 1,600 submissions came in, reaching 5X the industry benchmark for crowdsourcing social posts and generating 1.3M+ reach and 1.5M+ impressions.

By turning a simple brand name change into a public challenge, DadyPoko helped shift the conversation around childcare from something moms are expected to do to something dads can own too.

The campaign went on to become a Finalist at the AD STARS Awards in the Promotion category. I originated the idea and shaped it with our writer and creative team.