A Successful Re-positioning - Huggie Fabric Softener
Michael McLarenandLeigh Clapham
The Huggie Fabric Softener advertising campaign, In the Tree, has helped to:
Triple the volume market share of the Huggie brand since first airing in June 1988.
Build brand trial and brand loyalty indicators.
Effectively launch two new fragrance variants for Huggie which have proven successful in the market place.
Maintain the magical and desirable qualities of the brands core equity, the Huggie Bear.
BACKGROUND
Huggie Fabric Softener was launched in 1985 and the first three years of marketing activity saw limited success....