Merries wanted to capture attention and solidify its position as Malaysia’s most trusted diaper brand—so we turned baby smiles into a national record.

Through the Smile for Smiles campaign, we launched a photo contest to break the Malaysia Book of Records for the “Most Number of Smiling Babies in a Diaper Photo Campaign.” Parents proudly uploaded photos of their little ones wearing Merries diapers, and social voting amplified engagement.

With the official MBOR certification, Merries gained prestige, trust, and a powerful marketing asset—the MBOR logo on its POS materials. The campaign flooded social media with UGC, deepened consumer loyalty, and proved that a smile truly goes a long way.