Kimberly-Clark has brought a new identity for its brand ‘Huggies’ with the relaunch of Huggies Complete Comfort in India. To mark the relaunch, Huggies has rolled out its new campaign, ‘We got you, baby’ that promises to make the world a more comfortable place for babies.
Based on consumer research, the relaunch focuses on the core proposition of 5-in-1 comfort. The brand is going to embrace a new visual language via its packaging design across the range that spotlights the brand’s key attributes and consumer benefits.
Conceptualised by Ogilvy India, the launch film uses the baby’s voice as a creative device to highlight their discomforts with diapers. Huggies comes to their rescue by providing five comforts in one diaper that includes bubble bed softness, 12-hour absorption, triple leak guard, breathable material, and a comfy fit waistband.
Saakshi Verma Menon, Marketing Director, Kimberly – Clark India, said, “Huggies as a brand has always strived to go the extra mile to make the world a more comfortable place for babies. Through extensive consumer research, we realised that babies need complete comfort with multiple benefits in one product. We are proud to introduce the new ‘Huggies Complete Comfort’ to our Indian consumers to help babies and their parents navigate the unknowns of babyhood. Our research showed that 9 out of 10 moms feel that Huggies is more comfortable than their regular diaper which reinforces the trust that consumers have on this iconic brand.”
She added, “We are launching a digital-first campaign across platforms where mums today are spending most of their time. The content is hyper personalised and contextualised to specific consumer cohorts for heightened relevance and engagement. Also, as a challenger brand in India it is imperative for us to break clutter and stand out as a preferred brand. Our creative partners at Ogilvy have cracked an enjoyable and distinctive way of landing the key message which is sure to cement our position in the hearts of our consumers.”