Huggies: No Baby Unhugged

This case study describes how Kimberly-Clark, the personal care company, repositioned its Huggies diaper brand as the extension of a mother's hug in Canada.

Huggies: No Baby Unhugged

Agency: Ogilvy & Mather

Case overview

Over ten years ago, Huggies was the leading brand in the diaper category. But in recent years it had lost its focus, with Canadian marketing efforts subsumed to a North American approach. In 2015, we developed a Canada-specific program which didn't just communicate a new philosophy, but actually put it into practice in Canadian hospitals, changing the way newborn babies are cared for.

Our No Baby Unhugged campaign positioned our brand as an extension of a mother's hug, and the champion of the emerging science of hugging. Through our...

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