THE BRAND CHALLENGE
Woosh, a circular diaper brand, came to us to launch their newest product innovations directly to consumers - in one of the most crowded, emotionally charged, brand-loyal categories in all of retail. The market is dominated by global giants with decades of trust and the kind of media budgets a challenger can only dream of.
Woosh had a genuinely better, more conscious product. But it faced a double bind: stand out in a sea of pastel sameness, and tell a sustainability story in a moment when greenwashing scrutiny has never been higher.
The brand needed launch communication that felt confident enough to take on the incumbents, warm enough to win over new parents, and disciplined enough to never overpromise.
OUR ET ALORS? MOMENT
our et alors? moment
Why does every diaper brand talk to parents like they're fragile? Why the endless soft focus, the cooing, the sleeping-baby cliché? What if a diaper brand actually treated parents as the decisive, capable, constantly-moving people they really are?
And what if "more sustainable" didn't have to mean a vague green promise - but a brand confident enough to lead with proof instead?
THE BOLD SOLUTION
the bold solution
We built "Next Move" - a launch platform that reframes the entire category. It celebrates momentum: every diaper change, every milestone, every parenting decision is the next move. It gave Woosh challenger energy and a reason to exist beyond "we're the new option”.
From that platform we developed a full digital launch campaign - banners, social media advertisements and video - in a voice that's fast, human and confident, designed to stop the scroll and earn a place in parents' routines. And we built the sustainability narrative on a single principle: proof over promises. Every conscious claim was anchored in something demonstrable.
The result: a launch identity that punches well above its weight - a newcomer that sounds like the right next move.
We made The Next Move for Woosh, providing them with a brand platform and digital campaign designed to stop the scroll and make parents feel seen.
We made The Next Move for Woosh, providing them with a brand platform and digital campaign designed to stop the scroll and make parents feel seen.