The "Poogle It!" advertising campaign by baby food brand APTAMIL promotes the digital tool "Aptaclub AI Poo Checker." The campaign is aimed at parents who are concerned about their newborn's digestion.
Created by photographer and director Yoann Stoeckel, the campaign humorously captures the panicked and overwhelmed look of parents who are presumably looking into their baby's full diaper.
Here's how the Aptaclub app works: The digital tool uses image recognition software to analyze photos of full baby diapers directly on the smartphone. It compares the color and consistency of the stool with pediatric guidelines to provide parents with quick initial guidance. Parents can digitally save the history of diaper contents to discuss it with their midwife or during routine checkups.
The creative direction for this campaign was handled by the advertising agency BETC London, with creative directors Kaïs Brahmi and Christopher Oldcom. The agency is handling brand communication for Aptamil and, as part of this market launch, strategically and creatively developed the "Poogle It!" campaign.
Aptamil belongs to the French food company Danone. The brand was originally launched in 1968 by the German company Milupa. After various acquisitions in the food industry—including one by the Dutch Numico Group—Danone finally acquired the entire baby food division in 2007.
Yoann Stoeckel is represented by the agency ANDREA HEBERGER.
