Bübchen turns babies into hip-hop stars for 'Supersanft'
- Aug 12
- 3 min read
Updated: 4 days ago
Baby-care brand Bübchen and agency Antoni Soap have released a new burst of their Supersanft platform, films starring dancing hip-hop babies that nod to Evian's famous infants, aiming to make a gentle-skincare message impossible to scroll past.
What Bübchen launched
In August 2026, Bübchen and creative agency Antoni Soap rolled out fresh creative for their Supersanft (super-gentle) brand platform. The new flight centres on dancing hip-hop babies and includes a 15-second hero film, five seven-second cutdowns and ten still images, produced by Spingun Media.
The work runs across Facebook, Instagram, Pinterest, YouTube and Amazon Prime, and leans on the brand's Ökotest certifications. It openly echoes the 1990s Evian baby ads, borrowing their charm while updating the soundtrack. The campaign connects creativity with credible product communication, said Isabel Heisterkamp, Bübchen's marketing director.
Why a heritage brand is chasing scroll-stopping charm
Bübchen, based in Soest and part of Katjes International since 2020, sits in a crowded, low-involvement category where every brand promises gentle. Charm is the differentiator. Dancing babies are inherently shareable, and shareability is how a modest-budget brand buys reach it could never afford in paid media alone.
Marketing Minute's read: this is distinctiveness doing the heavy lifting. The product claim, gentle and Ökotest-certified, is rational and easily forgotten; the hip-hop babies are the memory hook. Pairing a dull-but-important message with an irresistible device is textbook brand-building.
The format tells you where the media is going
Look at the asset mix: one hero, five seven-second cutdowns, ten stills. That is a feed-first, platform-native build, not a TV ad chopped up as an afterthought. Bübchen is designing for the scroll, where a seven-second loop has to land in the first second.
Running on Amazon Prime alongside social is also telling. Retail-adjacent media puts the brand in front of shoppers close to the point of purchase, shortening the gap between a charming impression and a basket add.
What smaller brands can borrow
The lesson for any brand in a boring category: do not try to make the product interesting, make the delivery interesting. A certification or a feature will not travel on its own; a device people want to share will carry it for you.
Three moves: find one memorable device and commit to it, cut every idea feed-first rather than TV-first, and place your media close to where people actually buy. Charm plus proximity beats budget.
Quick FAQ
What is Bübchen's Supersanft campaign?
A brand platform by agency Antoni Soap featuring dancing hip-hop babies, with a new set of films and stills released in August 2026 to promote Bübchen's gentle, Ökotest-certified baby care.
Who made it?
Antoni Soap on creative, with production by Spingun Media, for Bübchen, which is part of Katjes International.
Where does it run?
Across Facebook, Instagram, Pinterest, YouTube and Amazon Prime.
— Oliver Nikolla-Casado, International Markets Reporter at Marketing Minute
In a category where everyone says gentle, the brand that gets remembered is the one that gives people a reason to smile and share.
What is the one memorable device that could carry your least exciting product?
If you would like to know more about this topic, please contact us on danieln@merxmarketing.co.uk
Sources: Horizont, Healthcare Marketing, Bübchen.
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Written by Oliver Nikolla-Casado, International Markets Reporter at Marketing Minute
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