MamyPoko Pants has introduced Skin Breathe Care, a diaper care solution built on the idea that comfort goes beyond softness. Its Half Skin Touch Airy Sheet offers 50% less skin contact and allows greater airflow between the diaper and the baby’s skin. To bring the proposition to parents, the brand has launched the ‘Beyond Soft. Let Skin Breathe.’ campaign, conceptualised and executed by Grapes Worldwide.
The campaign speaks to common worries among new parents, such as rashes and the need for frequent diaper breaks. While acknowledging that softness matters, it points to friction, prolonged skin contact and stuffiness as factors that can cause discomfort, positioning breathability as a key part of baby skin comfort.
Two films anchor the effort. The functional digital video commercial features the brand mascot Pokochan explaining the technology in simple terms, covering the Half Skin Touch Airy Sheet, reduced contact and the role of airflow. The master film takes an emotional route, opening with a mother who spots a hint of rash and wonders whether to give her baby a diaper break, before Pokochan introduces breathability as another consideration.
Shradha Agarwal, Co-founder and Global CEO of Grapes Worldwide, said the aim was to turn a functional benefit into a relatable conversation for parents. The campaign will be amplified through short-form social content and reels that simplify the product benefits and build awareness of breathability.
