BabyLove has expanded its Bluey partnership, with the much-loved Heeler family now appearing across its entire core nappy range – including the Cosifit line.
The new campaign, created with Communicado, brings all of BabyLove’s nappies under the banner More Bluey, More Love.
For many families, Bluey has become a daily fixture in homes. Now BabyLove is banking on that connection, introducing the characters to parents at every stage of their child’s development – from newborn nappies through to Nappy Pants and SleepyNights.
Taking Bluey to parents and babies
The integrated campaign will roll out across BVOD, social, PR, out-of-home, digital and retailer point of sale. It imagines babies in a playful “Bluey-inspired wonderworld” and aims to add some humour to what can often be a repetitive parenting routine.
“Never work with kids or animals? Nah, let’s work with LOADS of kids with animal print nappies, let them all loose and see what happens, what could possibly go wrong?!” said Communicado’s executive creative director, Annie Price.
“This was one of those rare moments where you shoot with no preconceived notion of the action and just let the magic happen. And thanks to our amazing partners at The Producers, and a lot of effort leading up to shoot day, the magic most definitely happened. We’re really proud of this work and hope it puts a smile on everyone’s dial when they watch it,” she said.
A brand fit with Bluey
BabyLove says the partnership reflects a shared ethos with Bluey – celebrating modern parenting and finding joy in everyday family life.
“Bluey fan parents, we’ve heard you: we’ve Bluey-ified the range,” said Unicharm Australasia brand manager Ruri Morris. “And for those about to welcome their little ones and haven’t quite caught up with the hype, we’ve got you covered too, with Bluey designs available from Size 1 Newborn.
“Call us biased but we think they’re the most attractive nappies out there. But don’t be deceived by their good looks – Cosifit’s performance is top-notch; parents continue to tell us Cosifit still delivers on fit, absorbency and leak protection. Nappy changes just got easier, happier, and more fun with Bluey.”
Bluey first appeared on BabyLove’s Nappy Pants and SleepyNights in 2024.
Extending the design to Cosifit brings the brand’s core products together under one creative platform – and signals BabyLove’s push to build a long-term connection between its products and Australia’s favourite animated family.
CREDITS
Client: Unicharm Australasia
General Manager Marketing: Michael Joel
Brand Manager, Cosifit: Ruri Morris
Brand Manager, Cosifit: Kaori Gault
Digital Marketing Specialist: Riya Agrawal
Creative Agency: Communicado
Director: Lucy Houldsworth
Executive Creative Director: Annie Price
Associate CD/Writer: Chris Buchanan
Associate CD/Art Director: Simon Fleming
Integrated Strategist: Daniel Hedger
Group Account Director: Wil de Souza
Account Manager: Narayanan Subramani
Head of Content & Social: Anna Barham Kumar
Social Media Specialist: Pippa Russell
Head of Digital: Terence Thean
PR Account Director: Claudia Frederick
PR Senior Account Manager: Angie Darras
Account Coordinator: Tiana Saad
Media Agency: Cole Media
General Manager: Candice Cole
Media Director: Amanda Olsen
Digital Directors: Robyn Cameron and Anya Subberwal
Social Media Manager: Kelly Newey
Director: Olivia Altavilla
EP: Tanya Spencer
Producers: Krystal Tomczak and Jerrica Tan
DOP: Brendan Cherry
Production Company: The Producers
Post Production: Manimal
Offline / Colourist: Denzil Heeger
Online: Ryan Brett
Sound: Production Alley
Photography: Catherine Black