HelloBello

Art Direction | Packaging | Web Design | Social Media

Copywriting by Analisha Santini & Thomas Van de Loo

Idea

Encourage people to get it on, and ultimately get pregnant, so they will eventually need to buy diapers.

Insight

Birth rates in the United States are declining, therefore HelloBello’s diaper sales are also declining.

Audience

Potential new parents and those in the early stages of having children.

Strategy

Promote and encourage conception in fun light-hearted ways, and incentivize people for having babies in the future.

Campaign Tagline:

Make more babies

Out of Home

Site Subscription

To increase excitement around getting pregnant, and to keep HelloBello top of mind, prospective parents can sign up for a preemptive discount on a HelloBello diaper subscription. They can also purchase a Pre-Prenatal kit which is intended to increase romance with your partner.

Experiential

During Valentine’s Day there will be an experiential component to drive awareness and exposure to the campaign, and hopefully garner earned media coverage. Events will be held in large metro markets where guests are encouraged to trade-in their contraceptives for romantic gifts like flowers and candy.