Kimberly Clark has given 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. Conceptualized by Ogilvy India, the endearing launch film uses the baby’s voice as a creative device to highlight their discomforts with diapers.
Saakshi Verma Menon, Marketing Director, Kimberly – Clark India on the relaunch 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 realized 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.”
On the campaign, she added, “We are launching a digital first campaign across platforms where mums today are spending most of their time. The content is hyper personalized and contextualized 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.”
