In 2023 Australia’s most iconic underwear brand, Bonds, took its first steps into a new category with Wonderbums, a line of reusable nappies. With other nappy brands typically depicting early parenthood through a cutesy lens, our objective was to connect with the next generation of Aussie parents by speaking the irreverent truth. So we put the one word our competitors would never say on billboards across the country. A word that, once given a simple twist, also encapsulates the consumer benefit of a nappy you can use over and over and over and over again.

The irreverence worked. Top perceptions of the campaign were fun (42%), interesting (42%) and informative (38%) and we also smashed enjoyment benchmarks (79%). Results and sentiments not often associated with nappy advertising.