Huggies: Dad's pregnant too

This case study outlines an Argentinian campaign for Huggies, Kimberly-Clark's diaper brand, that sought to engage prospective parents via a device that enabled fathers to feel the kicks of his unborn baby.

Huggies: Dad's pregnant too

Agency: Ogilvy & Mather Buenos AiresAdvertiser: Kimberly-ClarkBrand: HuggiesCountry: Argentina

Objectives

- Generate massive talkability around Huggies Diapers and improve the brand image, especially amongst young couples. - Increase sales and regain leadership of the new born segment of the market, which has generates the highest brand loyalty.

– Reactivate the digital platform "Escuela para Padres Huggies", increasing the traffic to the site Escuelahuggies.com.

Strategy

The communication of the idea - a belt that enabled fathers to feel the kicks of their unborn baby as if...

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