Baby care brand BabyLove has launched its new campaign for Nappy Pants, highlighting the ease of use of its products – especially for squirmy toddlers.

Thereʼs nothing harder than trying to change the nappy of a wriggly toddler who doesnʼt want to be changed. But with parents and carers often being unsure of when to transition from traditional tab nappies into Nappy Pants, BabyLove wanted to help uncomplicate the process.

With their 360 degree stretchy waistband, BabyLove Nappy Pants can be pulled straight up while a toddler is standing, so theyʼre easier to change than regular tab nappies. And tearaway side seams mean they can be removed just as easily.

With all that in mind, Communicado developed the ʻEasy Peasy, Changingʼs Easyʼ campaign to demonstrate the behaviours that signal when itʼs time to start using BabyLove Nappy Pants, helping parents make the easiest change ever.

ʻEasy Peasy, Changingʼs Easyʼ reflects the ʻfor real lifeʼ attitude of the BabyLove brand and the fun, effortless style and personality of the Bluey characters that appear on Nappy Pants themselves.

“Weʼre all about telling it like it is with BabyLove – real, relatable moments, not idealised depictions of parenting,” said Communicadoʼs Executive Creative Director Annie Price.

“Anyone with a wriggler, squirmer or escapee is going to immediately resonate with this lighthearted spot.”

Unicharm Australasia Brand Manager Amer Haq said BabyLove is very excited with the campaign.

“It conveys one simple message and highlights just how much easier BabyLove Nappy Pants with Bluey prints are. No tabs and no need to lie down for nappy changes – perfect for toddlers on the move,” she said.

The campaign is live across BVOD and social.