Huggies perfect the art of hugging in a new television campaign via Ogilvy Sydney

Kimberly-Clark’s Huggies Nappies will this Sunday launch ‘Perfecting the Hug’, a commercial program that announces a unique new feature in Huggies Nappies designed to perfectly hug baby’s little legs via Ogilvy Sydney.

Launching with a 30 second TVC, the program introduces the new soft and secure cushioned side shields which have been designed to perfectly hug baby’s little legs. They gently and protectively guard against leaks and red marks, taking leakage protection to a whole new level of comfort.

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In research with hundreds of Aussie mums, the Huggies brand has found that over 50% of mums are concerned about red marking around baby’s legs, seeing them as a sign that baby is uncomfortable. Mums who tested this new nappy said that they felt it was significantly better at preventing red marks at the legs, with 68% of them preferring it over the current Huggies Nappy.

Says Irene Anast, marketing manager for Huggies Nappies: “The ‘Perfecting the Hug’ campaign is all about showing mums the new soft and secure side shields that can only be found in Huggies Nappies, and demonstrating that Huggies are constantly innovating to address the concerns of Australian mums. Superior leakage protection doesn’t need to be uncomfortable, and these new side shields not only provide superior protection from leaks, but also help with preventing red marking because of their unique T-shaped design which hugs baby’s legs.”

The new Commercial Program includes a 30 second TVC which goes to air on Sunday 1 September, online and interactive digital activity across the Huggies website, key parenting websites as well as high reaching news sites, in-store activity, sampling at The Baby & Toddler show in Sydney in October, and social media activity across Facebook, YouTube and Twitter.

Creative agency: Ogilvy Sydney

Shopper Agency: Evocatif