How Kimberly-Clark leaned into planning to discover a huggable position for Huggies

Huggies, the diaper line owned by Kimberly-Clark, has found success in Canada through embracing a clear sense of brand purpose.

Kimberly-Clark Corp.’s Huggies brand of diapers kept bumping up against Procter & Gamble’s category-leading Pampers and, in Canada, the competition was daunting.

“We weren't winning where it mattered most,” Nadia Malowany, Research revealed that moms often made their first diaper purchase prenatally, and frequently stayed loyal to the first brand she chose. “It's critically important, therefore, for us to win right at the point of market entry, prior to mom even giving birth.”

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