Snugglers claims: we don’t leak like Pampers
Kimberly-Clark nappies brand Snugglers has launched a challenging comparative ad claiming that it leaks less than Procter & Gamble rival Pampers.
The ad, created by Ogilvy and featuring a “Snugglers lawyer”, went to air in Perth last night and has rolled out nationally today.
The ad, planned by Mindshare, will air on daytime TV and early evening news. It will be supported by print advertising.
The director was Matt Kamen of Photoplay Films.
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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Pampers must be pissing their pants over this!
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Nice work in a difficult category.
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That’s a good ad and actually has something to say.
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Much more effective than some cute babies crawling around a lounge room. And MUCH easier to shoot!
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Nice ad – credit to Ogilvy.
BTW Shame it doesn’t match my experience with the product (which leaks like a proverbial sieve). My vote is for Aldi nappies !
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Parent – I have a sneaking suspicion the Aldi nappies are the exact same nappies as Snugglers….just different labelling.
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@Non-parent > actually Aldi nappies and Snugglers are very different brands produced by 2 different companies to my knowledge
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Parent – try using the nappy on the baby instead.
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I understand that Coles are parallel importing Pampers (ie. it is not P&G supplied product) to try to increase leverage against KCA with Huggies dominance.
Comparing Pampers to Snugglers instead of Huggies it infers that Pampers are well down the food chain in terms of quality (and hence price point).
Quite a clever attack by KCA as they know Coles’ ability to lower the price of Pampers to parity with Snugglers is limited as it is a parallel import!
P&G have no interest in the Aust market so will most likely not respond with their own ad campaign
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Nice one matty kamen
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Great ad. And thanks for the interesting comment, Nappy Guru – your moniker is spot on.
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not a bad idea, next time it would be good to see a mother with octuplets or cristano ronaldo advertising nappies….next time!
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