Kimberly-Clark’s Huggies set to launch ‘Best Seat in the House’ campaign via Ogilvy & Mather
For the first time ever, Kimberly-Clark’s Huggies Nappies and Huggies Baby Wipes brands will join forces to launch a joint campaign entitled ‘Best Seat in the House’ via Ogilvy & Mather, Sydney.
The campaign aims to strengthen brand loyalty by communicating the superiority of the Huggies brand and build a strong emotional connection with mums.
The new campaign launching this Sunday communicates to mums the importance of her baby’s comfort by highlighting that while there are many seats her baby sits in throughout day like the pram, high chair or swing, there is only one seat they are in all day – their nappy! Also that by using Huggies Nappies and Huggies Baby Wipes together, she’s not compromising on comfort and protection and can be confident her baby’s delicate little bottom is in the best seat in the house 100% of the time.
Says Alison Holland, general manager, Baby & Child Care: “The ‘Best Seat in the House’ campaign is about reminding mums of the importance of quality and communicating that Huggies Nappies and Huggies Baby Wipes are the best choice because they provide the highest level of comfort and protection for their baby.”
The new campaign includes a 30 second TV ad showcasing both Huggies Nappies and Huggies Baby Wipes, as well as a 15 second TV ad.
The launch will also be supported by print ads in New Idea and Woman’s Day magazines, as well as all key baby and parenting magazines; an extensive digital campaign across popular baby websites in Australia; online support on the Huggies Facebook, Twitter, Google+ and Pinterest sites; and in-store communications.
Creative Agency: Ogilvy & Mather
Production Agency: Flying Fish
Media Agency: Mindshare