Small Budgets
Local Efforts: $1 million or less
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Regional Efforts: $2 million or less
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National Efforts: $5 million or less
Regional Efforts: $2 million or less
National Efforts: $5 million or less
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PROGRAM
2018 SILVER
Huggies. Born for hugs 2018
In 2015 Huggies decided to step aside from the communicational race against Pampers, which was based on product advantages. Instead, the brand started building trust relationship with consumers, speaking about emotional values of Huggies: the power of Hugs. The brand focused its efforts on the POME subcategory, because the first embraces are the most important and memorable. To convince the Ukrainians of the healing power of hugs to change lives, the brand decided to bring embraces to those who were deprived of them: babies left without mothers and prematurely born babies. As a result of several emotional campaigns the brand gave hugs to hundreds of babies, and the Ukrainians acknowledged Huggies as #1 brand in Ukraine.
Brand:
Huggies
Client:
Kimberly-Clark
Agency:
ISD Group
Language:
English
2018 SILVER
FINALISTS
Human Meat Plant-Based Burger
Human Meat Plant-Based Burger
Cambiemos La Regla
Cambiemos La regla.
Burger King
La Cajita Más Feliz
