Thursday, August 13, 2026

Bübchen continues Supersanft baby care campaign

Baby care brand Bübchen is continuing its “Supersanft” campaign platform. Together with Antoni Soap, the company is expanding the communication approach launched in 2025, which presents babies as stylised hip-hop characters.

Since 2020, Bübchen has belonged to Dallmann’s Pharma in Hofheim am Taunus via a Katjes International subsidiary. The brand markets care products for babies, children and families. For the current campaign, Bübchen is again working with Antoni Soap, a Berlin-based unit of Omnicom Network company Antoni.

Product benefits move into the foreground

In the new campaign phase, Bübchen is placing stronger emphasis on product attributes. Under the umbrella promise “Supersanft”, the brand highlights microbiome-friendly formulations, the absence of paraffins and Ökotest awards.

For the first time, a children’s product is also included in the campaign. The visual language continues the established style and draws on the look of classic hip-hop music videos.

Isabel Heisterkamp, Director Marketing and Member of the Management Board at Bübchen Skincare, describes the platform as a way to present the brand’s product quality in a contemporary and entertaining format. She points to the company’s formulations, quality standards and baby care expertise.

Rollout across social media and CTV

The campaign package includes a 15-second hero film, five seven-second short videos and ten still images. Production was handled by Spingun Media in Berlin.

The assets are being rolled out in Germany across Facebook, Instagram, Pinterest and YouTube. Bübchen is also using Connected TV on Amazon Prime.

The teams involved include Isabel Heisterkamp, Anna Brücher and Kristina Galea on the client side. At Antoni Soap, the campaign team includes Johanna Schmidt, Matti Lietsch, Lucca Cremer, Siddhartha Bhattacharya, Sina Jahnke, Jule Schmalz, Lisa Knewitz and Mark Róta.