Premium baby care brand Rascals has launched the “We Get It” campaign that celebrates the highs and lows of early parenthood through an upbeat musical spot. With lyrics like, “You used to see your friends, and now you spend all your free time cleaning someone’s rear end,” the diaper brand hopes the ad strikes a relatable chord with Canadian families.

As the New Zealand-based brand continues to expand its marketing efforts globally, the campaign also offers insights into how brands can effectively connect with diverse audiences, while maintaining a universal message that translates across different markets, including Canada.

“To stand out, Rascals aims to cut through a traditionally ‘unexciting’ category by being talkable, engaging and memorable,” Amelia Watson, head of marketing for Rascals, tells strategy. “We’ve prioritized a robust social and digital strategy to remain relevant and connect with parents where they are most active, holding our position as the #1 diaper brand on TikTok through engaging and relatable content.”

Watson says the new campaign is designed to redefine how brands connect with parents in an authentic, supportive way.

“It builds on the idea that when parents are less stressed, they can be the best versions of their parenting selves,” Watson says. “Unlike our previous campaigns, which have focused solely on practical product communication, this concept links our products to the emotional benefits they offer for parents, and how Rascals are here to help make their parenting journey easier. The campaign also introduces a fresh approach through using emotions such as happiness and humour to candidly address the realities of parenting.”

Watson says Rascals demonstrates its support for parents in numerous ways, including with its range of award-winning premium diapers and training pants, which are engineered with six core innovations, making them ultra-absorbent, hypoallergenic and gentle on sensitive skin.

To continue expanding globally, Watson adds that Rascals faces the challenge of competing with well-established brands that have strong recognition and loyalty among parents, supported by their longstanding presence and wider market availability.

As part of its “We Get It” platform, Rascals aims to donate one million diapers to families in need across the globe. The initiative will be achieved through collaborations with international organizations, local charities and community-driven programs.

“The… campaign serves as an upper-funnel initiative aimed at driving awareness among shoppers who have not yet entered the diaper category but are likely to do so in the near future,” Watson adds. “It leverages the principle of familiarity bias to build an emotional connection with our future audience, to broaden the pool of purchase options and increases intent over time. Through creating a strong association between Rascals and a relatable, understanding approach to parenting, the campaign contributes to our broader strategy of becoming a trusted, liked and go-to brand in market.”