New look for MamyPoko baby diapers Logo reflects mother-child bond

The company expects the new look to help boost its share of the diaper market by 5 percentage points by the end of this year. In addition to Thailand, the brand revamp is being rolled out in such markets as China, Malaysia and Indonesia, said Yasutaka Nishioka, Uni-Charm (Thailand) marketing manager.

He said MamyPoko has a 63-per-cent share of the local baby-diaper market, which is worth more than Bt8 billion. The market is expected to grow by 20 per cent per annum and be worth more than Bt10 billion within two years.

Takumi Terakawa, managing director of Uni-Charm (Thailand), said the overall disposable-diaper market in Thailand had enjoyed continued growth, driven by increasing usage by mothers, which is still many times lower |here than in more developed |markets.

The company also introduced a new product, MamyPoko Extra Dry Stripes Pad, a tape-type diaper for newborns. The launch reflects the company’s strong efforts in research and development to come up with new product innovations for babies’ comfort, Terakawa said.

To reinforce its commitment to product development and achieving sustainable growth, the company has undergone major rebranding campaigns every 10 years.

Its branding is designed to reflect the strong bond between mother and baby, the firm says.

The new MamyPoko logo has been changed by adding two circles that can be interpreted as representing the close ties between mother and child, Terakawa said. The orange circle represents the mother while the yellow circle represents the baby. The two are linked by the bond of love. The new logo shows mothers’ great happiness watching their children grow up. It is also in line with the concept of MamyPoko set to be a part in caring for young babies to grow up with a smile.

Along with the logo change, MamyPoko has been given a colourful new packaging for its tape-type diaper reflecting modernity and quality, he said. Takumi added: "In addition to the major re-branding of MamyPoko’s image, the company has introduced the latest "MamyPoko Extra Dry Stripes Pad", which comes with special feature of extra dry sheet that offers quick absorbency and speedy dry for babies to feel comfortably dry .The new "MamyPoko Extra Dry Stripes Pad" has been specially developed for new born babies with contoured comfort waistline set to protect newborn baby’s sensitive unhealed navel. The diaper also comes up with extra protection against leakage and with breathable cover with natural cotton-like material improves breathability.