Sadly it could be one of those ads which you recall and recount to friends months later and referring to it as ‘that ad where babies poop with those funny expressions…can’t recollect the brand name though’. It could be a function of the brand name itself not being so well known globally (compared to Pampers and Huggies of the world) and the fact that the benefit promised is generic – catching poop is what all diapers do. The question of what makes ALDI do it differently or uniquely is not explained. At one level, this is like some of the soft drink ads, enjoyable but depending a lot on the execution to aid memorability and brand linkage. What say?