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 ChicagoClient: Kimberly-Clark HuggiesCategory: 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...