Role: Strategic planning, branding, design, tv commercial and photo shoot producer, art direction, wardrobe and makeup

Dr. Smith’s Diaper Ointment had been a regional brand with a cult following for 18 years. They had a new logo and packaging design in efforts to expand distribution to a national scale. The goal for the cross channel campaign was to differentiate themselves from competitors like Boudreaux’s Butt Paste and Desitin while acquiring a new, younger audience of first time parents.

The TV spot shows common new parent experiences that don’t always go as planned, and assures parents they can count on Dr. Smith’s Diaper Ointment to be dependable and work fast.

The full campaign includes print ads, handout cards for pediatricians, social media campaign, and influencer kit.