Genki! redefines the Pants-Diaper category

In a category that is ultra-competitive, Genki! wanted to launch a new pants diaper that will stand out for the competitors.

“Unlike most times when the agency is called in to plan out a communications strategy after the product had been designed, 9 Lives Digital was roped in from the product conceptualisation stage to work closely with the client to strategise the product and plan out the positioning”, said Kenneth Ngiau of 9 Lives.

As a result of this close collaboration, Genki! Active Pants was created.

“We imagined what a diaper would be like if a global sports brand was to create a diaper for active kids. This is because sports brands focus on keeping the person dry/comfortable while engaging in active sports. From the product features right down to the printed design on the diaper and the packaging, we challenged the norm.

For example, where traditionally diapers used to spot cartoon characters, we went with a sporty monogram design. The product packaging looked more like it came from a branded sports outlet than the baby aisle”, he added.

“It’s definitely a very bold move but we believe that mothers are looking for a more innovative product for their active kids and with Genki!’s Japanese Technology, moms are assured of great quality products”, said Justin Lim, Managing Director of OAHP Marketing

In conjunction with the launch, Genki! tied up with adidas where they will be giving away 1,000 adidas Kids e-vouchers of up to RM300 that can be used to purchase any adidas Kids product on their website. All a parent has to do is register on the Genki! website to participate. The promotion runs till middle of January 2023

The faces to this campaign are child sensation Hayder Qhalish, his mother and actress, Eyra Hazali and his younger brother, Endra Haqimie.

Hayder was the perfect ambassador as he’s outgoing, active and just like his dad, Haziq Nadzli who plays for the JDT team, he likes playing football.

“They are a great fit and embody the brand properties perfectly and we’re expecting this launch to really change the pants-diaper category”, said Lim Hooi Yin, the Regional Marketing Director for OAHP Marketing.


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