Client, Year

ATTN:, 2020

Services

Logos & Marks
Identity Development
Campaign
Social Media
Illustration
Motion Graphics

Honest Clean Conscious Diapers

Safe for your baby and the planet

Founded in 2011 by Jessica Alba, The Honest Co. is a trusted name in eco-concious baby and beauty products. In 2020, Ashton partnered with creative agency ATTN: to design and produce a 360° digital ad campaign to launch a hallmark product of Honest’s brand, Clean Conscious Diapers. OTT video spots, animated ads, and organic social posts highlighted core product features that make the diapers a feel-good choice for babies, parents, and the planet.

Our campaign strategy originated from the idea that, when a person becomes a parent, their perception of the world changes. They suddenly have a lot of new questions, like “Is this safe for my baby’s skin?” or “Did you just pee?” 

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We set out to put parents’ doubts at ease. The Clean Conscious identity used rounded typography, hand-drawn illustrations, and a nature-inspired color palette to echo the warm, loving nature of wanting to do what’s best for your child.

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The brand’s complementary launch campaign documented the lives of five families, each with babies and toddlers of varying ages. Parents used iPhones to capture unscripted moments in their lives, which provided a relatable glimpse into the highs and lows of modern-day parenthood.

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We implemented a three-tiered communication strategy focused on brand awareness, product features, and critical brand differentiators to ensure the campaign’s success. 

30-second spots introduced the new product to consumers across OTT and paid social channels.

15-second spots and display ads demonstrated the product’s most valuable features across every age and stage of a baby’s development.

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Organic social posts illustrated how Honest’s Clean Conscious Diapers are designed with sustainability in mind.

Retargeted display ads highlighted vital brand differentiators, like Honest’s signature patterns, to drive conversions. A/B testing ensured efficacy.

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Each component of the campaign directed consumers to Honest’s website, which was skinned to match the campaign brand.

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