Diaper rash isn’t just a parenting problem. It’s a business model. Big Diaper causes the issue with plastic-lined products—then profits off the creams that treat it. Kudos is here to break the cycle with 100% cotton lined diapers that actually care about your baby.

SOMETHING STINKS

The enemy? Big Diaper.
They profit off diaper rash—and hide the cause in plain sight.

Print

We took it to the front lines.
Changing tables. Diaper cream aisles.
Anywhere parents make decisions—they’ll see the truth.

OOH

microsite

Scan the QR, follow the money, and see how deep this goes.

SOCIAL

We sent undercover agents into diaper rash danger zones—playgrounds, parking lots, and store aisles—armed with top secret files exposing Big Diaper’s dirty little secret.

The mission? Wake parents up and point them to Kudos.

STUNT

AD: Camryn Brennan