Duffy Touts Dorel’s Neat! to Parents

BOSTON A campaign from Duffy & Shanley assures parents they can “breathe easy” with the launch of a new odor-free diaper disposal system.

Magazine ads and inserts created by the Providence, R.I., independent promote the Neat! disposal system from consumer products marketer Dorel Industries in Montreal. The campaign’s Sept. 1 launch coincides with the product’s debut in Toys “R” Us and Babies “R” Us stores, as well as online at babiesrus.com.

One ad shows a mom holding a baby; the words “Breathe easy” appear prominently on the page while additional text describes the Neat! container’s “double-clamp design” and “seven-layer odor-seal bag.”

The ads are appearing in publications such as Fit Pregnancy, Pregnancy, American Baby and Baby Talk. Campaign spending was not disclosed.

Duffy & Shanley is also creating interactive work and packaging, trade show and in-store materials for the client. The agency won the account earlier this year.