KUALA LUMPUR, MALAYSIA – In a highly competitive diaper market, where product claims often dominate the conversation, premium diaper brand Applecrumby has taken a decidedly more emotional route. With the launch of Kisah Kasih Ibu, a campaign created in partnership with creative agency Kingdom Digital the brand puts the spotlight not on features or prices, but on the universal love and sacrifices of motherhood.
The campaign centers on Applecrumby’s relaunch of its PureBasics diaper range, now more affordable and with refreshed packaging. The brief was clear: stand out in a crowded category. Rather than competing on technical specifications, Applecrumby and Kingdom Digital tapped into the authentic narratives of mothers, positioning the brand as a companion in their daily journeys.
At the core of Kisah Kasih Ibu is a 30 second film featuring the voices of three real mothers. Their reflections poignant, unfiltered and deeply human – invite audiences to consider the unspoken sacrifices behind every parenting moment. The film, currently screening in GSC cinemas nationwide until September 30 2025, serves as an emotional anchor for the campaign, positioning PureBasics as a trusted ally for families.
The integrated campaign extended well beyond cinema halls. At the TCE Baby Expo, Applecrumby invited parents to share their personal experiences, which a poet then transformed into bespoke poems – a keepsake that translated emotion into something tangible.
In an effort to engage fathers, often underrepresented in conversations about parenting, the team introduced street interviews that explored how dads would trade diaper duty for their partner’s good night’s sleep. These activations, complemented by recap videos, testimonials and social first content, created a multi-dimensional brand experience designed to resonate with parents on a personal level.
Applecrumby’s choice of Kingdom Digital was no accident. The agency’s tailored pitch emphasized close collaboration, emotional storytelling, and creative craftsmanship all of which translated into a campaign that felt both authentic and commercially impactful.
The entire execution, including the cinema quality film, was produced in-house by Kingdom Digital, underscoring the agency’s growing strength in integrated content and emotive storytelling.
“This campaign is proof that heartfelt stories create lasting impressions and turn passive audiences into passionate advocates,” said Jeremy Foo, Brand Director of Applecrumby. “We will continue to release new products for a wider range of customers, giving more people access to our brand promise of organic-based, safe, and natural products.”
