‘Sergeant Shoutypants’ was born. The campaign is a dramatisation of what it can feel like to be at the beck and call of a hungry, demanding, entirely unreasonable little person. The ‘ready to serve’ messaging and army-styled assets expanded on the idea and helped tie the whole campaign together.
The creative and messaging reassured parents that we understand the urgency and pressure to respond immediately to a hungry baby, whilst keeping their safety as the top priority.
Like a newborn baby, this distinctive campaign made a lot of noise and got plenty of attention. It also made people laugh, whilst delivering all of the important messages.