Applecrumby's 'Kisah Kasih Ibu' Campaign Celebrates Motherhood, Launches Affordable Diapers
Applecrumby, a premium digital brand, has launched an emotional campaign 'Kisah Kasih Ibu' to stand out in a market filled with product claims. The campaign, created in partnership with Kingdom Digital, focuses on the love and sacrifices of motherhood rather than product features or prices.
Jeremy Foo, Brand Director of Applecrumby, shared that the campaign aims to create lasting impressions and transform passive audiences into passionate advocates. The campaign includes an activation at the TCE Baby Expo where parents can share their experiences and receive personalized poems.
At the heart of the campaign is a 30-second film featuring real mothers' reflections, set to screen in GSC cinemas nationwide until September 30, 2025. The entire campaign, including this cinema-quality film, was produced in-house by Kingdom Digital. Kingdom was chosen for its emphasis on close collaboration, emotional storytelling, and creative craftsmanship.
Applecrumby has also relaunched its PureBasics diaper range as part of the brand identity campaign. The range is now more affordable and comes with refreshed packaging. Additionally, the campaign includes street interviews exploring fathers' willingness to trade diaper duty for their partner's sleep, aiming to engage fathers in parenting conversations.
Applecrumby's 'Kisah Kasih Ibu' campaign is a heartfelt tribute to motherhood, setting it apart in the competitive diaper market. With its emotional storytelling, in-house production by Kingdom Digital, and engaging activations, the campaign seeks to create lasting connections with audiences and expand access to Applecrumby's organic-based, safe, and natural products.
