How Peachies is rethinking the nappy category
CR speaks to Peachies about building a nappy brand around parents rather than babies, and the creative opportunities that has unlocked
For decades, nappy advertising has followed a familiar formula of smiling babies, sweet pastel palettes and promises of dry nights. It’s become a category built on reassurance rather than originality. Customers naturally develop preferences, but creatively speaking, nappies have rarely been treated as brands people actively want to engage with.
Peachies believed that predictability left room for something different. Since launching in 2023, the sustainable subscription nappy brand has rejected the visual and emotional language that has long defined baby care.
Instead of idealised depictions of family life, its campaigns tackle postpartum recovery, sleepless nights and the messier realities of becoming a parent with humour and honesty. Visually, it borrows more from premium beauty and lifestyle brands than supermarket shelves, pairing editorial-level photography with copy that feels closer to a friend than an expert.
“It’s almost what we call the ‘Peachies paradox’,” says co-founder Rima Suppan. “You create something that’s incredibly premium, that feels almost chic like a lifestyle brand, but then you pair it up with a really unhinged tone of voice that speaks to parents directly and makes them feel like, ‘You get me.’”
