Huggies Unveils A Rash Of Marketing Activity

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Kimberly-Clark’s Huggies nappy brand is back on TV with its biggest advertising campaign in four years.

The new campaign, created by Ogilvy, is in support of a drylock system. It focuses on two babies, Alfie and Evie, talking in baby babble and making hand gestures. However subtitles reveal that Alfie is asking babies to join him in a campaign against leaky nappies, with the tagline “What happens in Huggies stays in Huggies”.

Alongside the TV commercial there will be product trialling, in-store activity, PR and online activity – with Alfie’s campaign continued via Twitter (@AlfieTheBaby).

Commenting, Louise Weatherstone, brand manager at Huggies, said: “Drylock signals the largest investment in product innovation to date and to celebrate this we will be staging our biggest ever product giveaway online.”

The campaign will be delivered across varied marketing platforms, though online is key, “as this remains the number one point of reference for parents looking for baby brand insights,” says Weatherstone, adding: “With the launch including strong retail promotions, we are poised to see an influence on sales and are confident the surprises Alfie brings will continue to  make an impact”.