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, the...