Brand Tone

reassuring, practical, empathetic, conversational, and relatable

Brand Values

• •Convenience
• •Odor Control
• •Innovation
• •Authenticity
• •Trust and Reliability

Best Practices

• •Focus on the Solution, Not Just the Product: Frame the copy around the benefits of a fresh, odor-free nursery and the convenience it brings to a parent's life, rather than just listing product features.
• •Use Empathetic and Relatable Language: Acknowledge the challenges of parenting. Use phrases like "We get it," "You've got this," and speak directly to the parent's experience to build a connection.
• •Maintain a Reassuring and Confident Voice: As a market leader, the brand should sound confident in its ability to solve the problem of diaper odor. Use strong, declarative sentences and highlight the trust millions of parents place in the brand.
• •Balance Practicality with Emotion: While the product is highly functional, the underlying motivation for buying it is emotional—creating a pleasant environment for the baby. The copy should reflect this by connecting the practical benefits to the emotional rewards of parenthood.
• •Be Authentic and Transparent: Especially on social media, embrace the messy reality of parenthood. Acknowledge that things aren't always perfect, which will make the brand's solutions seem more genuine and necessary. Avoid making promises that can be misconstrued, such as the "1-year supply" claim that led to negative feedback.

Social Perception

Diaper Genie is widely recognized and often considered a staple for new parents, perceived as an effective and essential tool for managing diaper odor. However, this perception is nuanced; while many are loyal, others express frustration with refill costs and plastic pail durability. It's often compared to competitors, leading to discussions about its hands-free odor containment versus alternatives' durability and standard trash bag use.

Copy Examples

• •Keep the "new baby" smell. Lose the other one. Your nursery should be a sanctuary of freshness. With Diaper Genie's multi-layer odor-locking technology, you can trap the stink and keep your baby's room smelling sweet. One less thing to worry about.
• •Late nights. Full hands. Fresh nursery. 3 AM diaper change? You've got this. Our hands-free foot pedal makes it easy to dispose of diapers without juggling. Step, drop, and you're done. Welcome to the simpler side of parenthood.
• •More snuggles, less struggle. Don't let diaper duty take over. The Diaper Genie holds up to 270 newborn diapers, meaning fewer trips to the trash and more precious moments with your little one.
• •Engineered for peace of mind (and nose). From our new durable stainless steel design to the Clean Laundry Scent refills, every detail of the Diaper Genie is designed to make your life easier and your nursery fresher. It's the #1 choice for a reason.
• •Parenthood is messy. Your nursery doesn't have to be. We get it. That's why we created a diaper pail that truly understands the assignment. Embrace the beautiful chaos of parenthood, and let us handle the stink. #ThisIsParenthood