Huggies: The Second Hug

This case study demonstrates how Huggies, the diaper brand, targeted expectant mothers during their pregnancies with an emotional campaign to grow share.

Huggies: The Second Hug

Campaign details

Agency: Ogilvy Chicago Client: Kimberly-Clark Huggies Category: Consumer Products

Executive summary

In the US nappy (diaper) market, Huggies lags behind its rivals in its share of hospitals. In order to target parents at the very beginning of their journeys, this campaign decided to reach women during their pregnancies and persuade them to buy napp

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