In the tree

The Huggie fabric softener campaign has helped to triple the volume market share of the brand, build trial and brand loyalty indicators and effectively launch two new fragrance variants which have proved successful in the market place.

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....

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