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 new integrated 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.
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.
Alison Holland, General Manager Baby & Child Care, says “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.
About Huggies 3D UltraAbsorb layer
The innovative 3D layer was created in collaboration between Kimberly-Clark Australia; family-owned non-woven textiles company Textor Technologies and the Commonwealth Scientific and Industrial Research Organisation (CSIRO). Aligned with an ongoing strategy of open innovation and working hand in hand with industry in Australia, the CSIRO has funded specialist resources to help develop a first of a kind superabsorbent, soft material for Huggies Nappies.
About Kimberly-Clark
Kimberly-Clark and its well-known global brands are an indispensable part of life for people in more than 175 countries. Every day, nearly a quarter of the world's population trust K-C’s brands and the solutions they provide to enhance their health, hygiene and well-being. With well-known and trusted brands, Kimberly-Clark holds the No. 1 or No. 2 share position in more than 80 countries.
Kimberly-Clark
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