Kimberly-Clark's new digital film announces relaunch of its Huggies Nature Care diaper range

Kimberly-Clark has announced the relaunch of its diaper range, Huggies Nature Care in India through a new campaign.

The relaunch comes with a new packaging design that aims to makes it easier for moms to identify and choose Huggies Nature Care for their babies.

As per the company, parents are increasingly leaning towards organic alternatives for their children. Huggies, with its new Huggies Nature Care wants to increase customer trust in the decisions they are making for their babies while selecting their diapers.

To complement the relaunch, the brand has released a digital film that creatively highlights the brand’s commitment to baby skin health. The film conveys the message that the new Huggies Nature Care understands the delicate nature of baby skin to help provide the best protection for it.

Saakshi Verma Menon, Marketing Director, Kimberly-Clark India, said, "At Huggies, we are passionate about providing the best for babies. Our consumer surveys highlighted a growing demand for organic cotton among moms for their babies. In response, we have created and developed Huggies Nature Care, a range of premium diapers made with organic cotton. Our new campaign, which includes the release of a digital film, creatively conveys the attributes of this new range through the skin as an advocate. This campaign is aligned with our global message of ‘We got you, baby’ and showcases our dedication to meeting the needs and expectations of moms and as a protector for a baby’s delicate skin."

Sukesh Kumar Nayak, Chief Creative Officer, Ogilvy India, said, “Moms aren’t settling for basics anymore, and neither are babies. So, we had to up the game in terms of what we offered them and how we communicate with them. That’s why, to launch Huggies Nature Care we took a different approach. The campaign ‘We got you, baby’ is Huggies’ assurance to demanding moms and babies that these are the gentlest diapers for baby’s delicate skin. Spoiler alert: Watch out for the baby’s wink of approval!”

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