Huggies campaign announces product downsizing due to ‘manufacturing pressures’
Kimberly-Clark Australia is informing mums that boxes of its Huggies Nappies are to shrink in size due to pressures on its Australian manufacturing operation.
Joanna McCarthy, corporate communications manager for Kimberly-Clark Australia, told Mumbrella: “We wanted to be upfront with mums. We didn’t want to pull the wool over their eyes. We haven’t put up the prices of Huggies for six years, but we just couldn’t continue to absorb the pressures of a tough manufacturing environment.”
The copy for the campaign, which is in the form of a letter, was written by Kimberly-Clark’s marketing, corporate communications and legal teams. Ad agency Ogilvy added the Huggies branding.
The campaign broke in the national press today.
Kimberly-Clark posted a comment on the Huggies Facebook page at 5.30am this morning informing its customers of the change.
The comment reads:
McCarthy
“Despite our costs increasing over the past six years, we haven’t put up our list price of Huggies Nappies since 2006. However with our costs continuing to rise, instead of taking our list price up, Huggies Jumbo boxes will be returning to their original pack sizes (6-9 nappies less) from mid April 2012.”
The company is also sending out an electronic direct mail blast to members of the Huggies Baby Club.
McCarthy added: “We didn’t want anything fancy. It’s about getting the facts straight. The last thing mums – who tend to stock pile nappies – would want is to be surprised by the product change.”
Dads buy nappies too Joanna!
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Not sure if I like the typography and the logo should be bigger…
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“…Ad agency Ogilvy added the Huggies branding…” Classic!
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In a world of immense cost pressure – and about to buffeted by carbon tax (onshore paper manufacturing will take a huge hit due to both manufacture and transport costs of bulk items) – the campaign is sensible, intelligent, timely and completely devoid of spin.
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“we just couldn’t continue to absorb…”
hehe!
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It’s the retailers who have prevented the costs rising as they know deeply discounted nappies will drive shoppers in store. I’ve been told that until very recently Huggies nappies have been the most expensive in the world – thanks to lack of a quality competitor. We can thank Aldi here too. My guess is there’s a very, very healthy margin being banked.
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More generic nappies will be sold now, their quality is not that bad either
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Seems very fair and well done.
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Paul the freelance writer: you seem to know more than usual about paper companies’ manufacturing cost of goods. How so ? Also interested and very complimentary. Is this part of your freelance gig ? Well done if so.
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