Drypers’ new campaign via Havas Malaysia urges parents to think twice before buying diapers

In the face of a growing influx of cheap diaper alternatives flooding the market, Drypers has teamed up with Havas Malaysia to launch a bold and provocative campaign titled “Pastikan Drypers, Baru Beli” (“Be Sure Before You Buy”). The campaign urges mothers to carefully reconsider their diaper choices – particularly when it comes to so-called ‘Cap Ayam’ diapers, a colloquial Malaysian term for generic, unverified products from uncertified brands.

As these products gain traction among cost-conscious consumers, Drypers aims to underscore the critical need for prioritising quality, safety, and trust – particularly for products that come into close, prolonged contact with a baby’s skin. As a well-established and trusted brand, Drypers remains steadfast in its commitment to delivering only the highest standards of care for infants.

At the heart of the campaign is a compelling TikTok video that captures a powerful social experiment. A woman is seen approaching unsuspecting parents and asking if she can hold their babies. Instinctively and without hesitation, the parents refuse – revealing the deep, protective instincts that come with parenthood. The video then leaves the viewers with a thought-provoking line: If you do not trust strangers with your baby, why trust uncertified diapers?

The video is also supported by bite-sized content, emphasising the comfort and security of Drypers diapers through relatable moments of unexpectedness in motherhood. A radio spot adds a local touch, playing on the familiar term for pee, ‘shi shi’, to connect with parents in a light-hearted and culturally relevant way.

Additionally, Drypers rolled out its “Diaper Back Guarantee” program, inviting mothers to share their diaper disaster stories and in return, receive a complimentary pack of Drypers. This initiative offers parents the opportunity to experience the superior fit, comfort, and reliability that Drypers is known for.

Yapp Pau Ling, Country Head, Vinda Malaysia, said: “As a brand trusted by Malaysian parents for more than 25 years, we understand the challenge of taking care of a child, especially for first-time mums. While trying something new might seem harmless, a baby’s comfort and safety will always be the priority in parenting. Drypers is here to support informed choices and give parents the confidence in giving the best for their little ones.”

“In everyday life, a mother would never entrust her baby to a stranger. Yet ironically, some are prepared to place their trust in uncertified ‘Cap Ayam’ diapers,” said Donevan Chew, Chief Creative Officer of Havas Malaysia. “Through this campaign, we wanted to highlight that buying diapers from unverified sources is no different from handing your baby to someone you don’t know. It’s a decision that warrants greater care and consideration – starting with an understanding of safety certifications and product credibility.”

The” Pastikan Drypers, Baru Beli” campaign will be running till July 2025 on TikTok and radio.