'All you need for every day'
Agency: Colenso BBDO Advertiser: Carter Holt Harvey Treasures Babycare Awards: FMCG (Bronze)
Marketing Challenge
Nappies is a 'mega-category' with sales of over $100 million. It is a fiercely competitive market traditionally dominated by multinationals with vast marketing resources. Kimberley-Clarks brand Huggies is a formidable competitor that holds the number one position in almost all markets it competes in globally.
The nappies category segments into three tiers: Premium, Mid and Budget as defined...