Huggies refreshes ‘Hugs’ brand campaign
Kimberly-Clark has launched the latest installment of its brand advertising for Huggies, focusing on the emotional journey of being a parent.
The “Hugs” brand ad, created by Ogilvy Sydney, first launched three and a half years ago.
The ad features the song “It Must Be Love”, adapted from the song written and originally recorded in 1971 by Labi Siffre and was then famously re-recorded by Madness.
Kimberly-Clark said it has built on the original ads to develop a “more playful, but still very emotional” creative.
The current campaign is running in conjunction with other advertising which focuses more on product improvements and new products launches for the nappy brand.
Credits:
- Client: Kimberly-Clark
- Ad agency – Ogilvy Sydney
- Production company – Robbers Dog, New Zealand
- Director – Tracey Rowe
- Media buying agency – Mindshare
Tim Burrowes founded Mumbrella in 2008. He worked on Mumbrella until 2021. At various points he was editor, content director and editor-at-large.
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Lovely stuff.
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Beautiful and not even close to being tired.
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Will be interesting to see if Huggies makes a push into the “Mummy blogger” market in Australia as other brands have done in the US. US brands seemed to have recognised the growing power of Mummy Bloggers and WAHM who run niche businesses or boutique consultancies and blog / twitter/ facebook with many with thousands of followers and subscribers particularly other mums.
To date no major brand in Australia comes to mind that is doing this. Most still prefer to focus their attention – and dollars – on larger channels or “authority -driven” content sites like Essential Baby and Bub Hub.
In the US mums are said to be responsible for $2.1 trillion of U.S. consumer spending and control about 80 %of household expenditures( BSM Media). They are also incredibly active online (been at home all day with young kids means for many Stay At Home Mums online can be a connection to the “outside” world). Cant see that Australian women would be any different.
Mummy bloggers in Australia still seem to be largely ignored by the larger brands.
I for one will be watching this space with interest.
Ann
http://www.babysitterdirectory.com.au/blog
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I’m not ashamed to say that as a Dad, it almost brought a tear to my eye…**sniff**
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