Huggies offer babies the best seat in the house

Kimberly Clark has launched a new integrated campaign tying together its two brands Huggies Nappies and Huggies Baby Wipes.

The campaign suggests to mums that as their baby’s nappy is the one constant in the child’s day, by using both products together they give the baby greater comfort. The work is the first example of the new Kimberley Clark “integrated marketing process” developed in conjunction with media agency Mindshare, both globally and at a local level. Joanna McCarthy, KCA corporate communications manager told Mumbrella: “It’s not just about the advertising idea. We’re changing the process in collaboration with our agencies Ogilvy and Mindshare.”

The campaign also extends across print, with ads in New Idea, Woman’s Day and major parenting magazines, online display ads on parenting websites, in store activations as well as further promotion on the Huggies Facebook page, and a presence on Twitter, Google+ and Pinterest.


  • Creative Agency: Ogilvy
  • Production Agency: Flying Fish
  • Media Agency: Mindshare


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