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Huggies Ultra Comfort
Boy or Girl? Play with Huggies.

RAN IN: Russia

CLIENT
KimberlyClark LLC

AGENCY
SUMMARY

Communications around children’s goods are usually based on gender stereotypes. But we have come to realize that boys and girls are very much alike. Girls aged under three enjoy playing with toy cars, while boys may play with dolls. Their only difference is the one that Huggies takes care of.  To make parents aware of the key benefits of Huggies, we offered them to play a game. We gave them a set of photographs and asked them to guess whether the children in there were girls or boys. Made a great deal of mistakes helped parents embrace the brand’s motto. 

CASE STUDY

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CASE VIDEO


Audience: Parents, primarily mothers, aged 20 to 40, with children from 6 months to 3 years. For children under one year old, diapers of one brand are generally used (those which are best suited to the child’s skin); afterwards, other options will be sought for with account of the budget and comfort considerations. An in-house research by Kimberly-Clark showed that 38% of consumers consider better care and protection to be the key factor when choosing a diaper. They are prepared to compromise on the cost, not the quality.  

Objectives: 1. Make it clear to the audience that the Huggies Ultra Comfort diapers provide ultimate care for their little boys and girls, due to being tailored to their anatomy. Your child will enjoy optimal comfort while doing their favorite things. 2. Increase sales in the three key retail chains: Detsky Mir, Korablik, and Lenta. Promo locations: Moscow and St. Petersburg. KPI: Sales increase: 30%, meaningful contacts with the retail chains (including staff promos): 5,120, Amount of receipts registered: 11,800 (RR 4.8%). 

Type: B2C

Language: English, Russian