Introduction
So your today’s new boss is your baby! Believe he is much tougher to deal with than your real workplace supervisor. You better not irritate but pamper him instead, just as his Huggies disposable diapers do all day long. As a responsible parent you should now be as safe and reliable as Huggies, otherwise your baby will get irritated. And is it all? Not really! The new ad’s creators know that the secret of baby pampering is not all about disposable diapers. The ad’s association with the word ‘boss’ is not accidental at all; marketers deliberately play on parental sense of responsibility before their children.
Background
Huggies is considered among the world’s most recognized diaper producers. Its parent company ‘Kimberly Clark’ has been on market since the 19th century featured by a strong consumer market. Huggies advertisements are craftily designated to play with emotions and reasoning so as to attract more consumers.
Description
“Don’t irritate your new boss” resembles the wall-street type of man while the used image is extremely satirical reflecting the humor of the baby. In such a way Huggies brand appeals to the wide demographic market of mothers. While apparently lacking ethos, the humorous image successfully appeals to pathos and logos.
Body
Alongside with timely feeding and drinking routines, baby’s disposable diapers should be timely changed. Once you forget about this ultimate responsibility, a baby will start crying and eventually get irritated. The ad’s designers are pretty well aware of this fact and therefore aim to provide parents with reliable means of baby care. They also know that parents just do not have other alternative but to purchase disposable diapers. However, Huggies is not the only brand name on the competitive market. There are dozens other acknowledged names for the producers of disposable diapers who are ready to provide parents with such an essential product of no lower quality. Herewith namely creative advertising becomes a company’s strategic advantage over the rivals (The Giggle Guide 1).
Huggies has made a perfect allusion to parental responsibility for their children by promoting an ultimate care provided by disposable diapers. In such a way advertisers have shown that a baby feels safe and secure in their new Huggies and parents should permanently care that disposable diapers are timely changed not to make a baby irritated. Marketers perfectly know that at the age of 0-3 a baby becomes an ultimate boss of the family. Any failure to satisfy at list of his/her wants ends up in much of crying and episodic tantrums. These are especially apparent when a baby is not cared about on time.
For the sake of winning competition and reaching vast target markets, Huggies advertisers have chosen the amusing slogan: “Don’t irritate you new boss”. Without mentioning a word ‘diapers’, the slogan makes a perfect sense as it is a comprehensive allusion to everyday situation experienced by billions of families worldwide. All parents perfectly know who is a real boss in their family and what he needs to stay calm. In other words, the ad does not directly promote ‘disposable diapers’ as a number one necessity; it rather addresses parents by warning them about their essential responsibility.
The tone of the advert is psychologically mature. First of all, “Don’t irritate you new boss” is the well-thought phrase that falls in 4-5 word limit of an effective eye-catchy slogan. Furthermore, this is also a vivid example of how an advertisement appeals to our tendency of getting scared. The provocative slogan emphasizes on the emergence of a new boss in our family and warns us about his tendency to get easily irritated once we fail to satisfy his primps.
After reading the phrase for several times, we subconsciously realize that we are solely responsible for pampering our children to the best of our ability and care about their well-being. Otherwise, our little boss will get irritated and we will deeply regret about our failure of ignoring him. While actually promoting disposable diapers, the advertisers appeal to all other essential needs of a baby – timely eating, drinking, playing, sleeping, washing, and dressing up. In such a way, marketers have smartly overreached the conventional approach followed by the competitors who solely associate disposable diapers with the primary needs of a baby 24/7 (The Giggle Guide 1). Only in one short sentence, creative advertisers appealed to an overall range of daily parental care.
In addition to being creative, the ad is also thought-provoking and intriguing. The very phrase combined with a facial expression of a depicted baby provokes and intrigues at once. In due context, the phrase serves as a warning, while an image keeps us in suspense. The facial expression reflects a mimic of a baby just before he falls into tears and gets irritated. The ad therefore warns us that this particular moment is our last chance to save the situation and calm down our new boss. There are billions of similar situations occurring with our children and marketers are deliberately appealing to them as they know that disposable diapers is not the only one panacea against making a child happy.
Conclusion
The creative ad is overall intriguing and insightful as its designers managed to appeal to the vast audience of caring parents through a short 5-word phrase. By appealing to a facial expression of a baby who is about to cry, the ad creates a suspense and provokes rational thoughts among billions of parents worldwide engrossed by the feelings of parental responsibility.
The ad therefore makes a perfect sense as alongside with timely feeding and drinking routines, baby’s disposable diapers should be timely changed. Once you forget about this ultimate responsibility, a baby will start crying and eventually get irritated. Being aware of this, the ad’s primary mission is to make parents more responsible by warning them that their baby needs 24/7 care and attention. Thus, Huggies has vividly shown that pampering is not only about changing disposable diapers but rather a serious business that requires much of daily effort, time, care and attention.
- The Giggle Guide “Anatomy of an Effective Ad”, 2010. Web.
