Huggies asks parents of newborns and infants to ‘witness the difference’ in a tvc via Ogilvy Sydney

This Sunday, Kimberly-Clark’s Huggies brand is launching a new integrated campaign via Ogilvy Sydney to promote the innovative 3D UltraAbsorb layer now in Huggies Newborn and Infant nappies.

The campaign invites mums and dads to ‘witness the difference’ in new Huggies Newborn and Infant nappies, by seeing, feeling and experiencing the amazing difference that the new 3D layer makes to their baby’s delicate skin.

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Every year in Australia, 300,000 babies enter the $500million nappy category, over 40% born to first time mums. This latest innovation from the Huggies brand addresses an unmet need for these new mums – managing their babies’ bowel movement. The unique 3D layer actually absorbs and contains babies’ runny bowel movements and minimises the spread within the nappy, leaving their skin noticeably cleaner and more protected than ever before.

The campaign lets mums know that the absorbent layer will help meet what they tell us in research is their toughest challenge of all – managing their baby’s runny bowel movements.

Says Alison Holland, general manager baby & child care: “This is an innovation so unique that we truly believe it will change the game of what a nappy can deliver. This campaign is about encouraging parents to see, feel and experience this amazing new nappy and ‘witness the difference’ compared to their current nappy.”

Kimberly-Clark has experienced excellent results in consumer research, with parents of newborn babies consistently impressed with the difference the new Huggies Newborn Nappy with the 3D UltraAbsorb layer makes with 7 out of 10 mums saying they prefer the new nappy over their current Huggies Nappy.

The integrated marketing campaign includes a new 30 second TV ad demonstrating how the new nappy absorbs and contains babies’ runny bowel movements, print and digital advertising, social media, blogger outreach, sampling at the upcoming Baby & Toddler show and in store activity.

Creative agency: Ogilvy Sydney

Media agency: Mindshare