Meet Eve. She’s super-pregnant. And everyone she knows and loves is about to freak her out.
“Solution”-based maternity brand Fridababy, best known for the NoseFrida Snotsucker, whose name will forever erase any doubt in your mind as to its purpose, is launching its first-ever brand campaign.
And in true millennial style, it’s banking on an identity that’s both irreverent and practical. The campaign, created by agency Special Operations and tagged “When s%*t gets real, you’ll be ready,” opens with a video called “The Baby Gift That’s Better than Cash.”
Through a pregnant woman named Eve, facing the Baby Shower from Hell, we get a glimpse of the kind of confusing information people share when you’re expecting your first child. Worse still are the gifts—clunky, outmoded objects that lack a clear explanation.
Then two women from Fridababy appear, busting the door open and throwing back-handed compliments around. They have no patience for this scene … or even for crying babies, which says less about their capacity as maternal brand ambassadors than it does about their patience for parental pussy-footing.
“OK, let’s start here. Which one of you monsters got this couple a bulb syringe?” one demands to a flabbergasted circle of pastel-wearing well-wishers. In one memorably awkward scene, the pair relieve a gassy baby of its burden with a Fridababy Windi, with just enough context to tell us how that item works.
The expecting couple are ultimately gifted with a clear kit of Fridababy gear. And while it isn’t quite a Finnish baby box, the ad promises it will give new parents just as much relief as that gassy baby got.
Fridababy is among a slew of brands that are cashing in on millennial parenting. It’s straight-talking, nicely designed and made to demystify the mess you’re about to get into—something the standard What to Expect set has done pretty poorly.
Last year, and in this same spirit, Naya Health released an attractive breastpump on the heels of a social ad called “If Men Breastfed.” More established brands are also getting the message: Fisher-Price, a Mattel brand, sells a $139 high chair designed with millennial parents in mind: It can be completely taken apart and tossed in a dishwasher.
And while Fridababy’s product names, like the Snotsucker and the Windi, aren’t exactly delicate or nuanced, the brand makes a marketing case that should resonate with many veteran parents, particularly moms: Caring for a human, with all its fluids, smells and excretions, isn’t delicate or nuanced either.
In fact, portraying parenting that way is part of what makes it so hard—it’s a sheer dive into chaos, where you’ve suddenly become responsible for another person you can’t always see or control, for the rest of your life. What you need are quick and practical solutions, not platitudes.
As a testament to this, Fridababy’s first product, the NoseFrida Snotsucker, was purchased by over 1 million moms just last year.
“When s%*t gets real, you’ll be ready” went live Tuesday across the brand’s social media platforms. To get a real sense of what Fridababy’s about, though, follow its Instagram account, a visual parade of no-bullshit content like this:
Agency: Special Operations
Creative Director: Brad Dixon
Executive Producer: Jill Silberstein
Writer: Sara Saedi
Photographer: Jeff Holt
Production Company: Prettybird
Executive Producer: Ali Brown
Director: Rami Hachache
Line Producer: Bridgitte Pugh
DP: Bryce Fortner
Casting: Alyson Horn Casting
Edit House: Work Editorial
Executive Producer: Erica Thompson
Producer: Chris Delarenal
Editor: Mark Edinoff
Mix: Sound Lounge
Colorist: Adrian Seery @ MPC