For years, North American diaper advertising had featured what Nadia Malowany, Kimberly-Clark’s Canadian brand leader for infant care (Huggies), calls “table stakes” in the category.

“We were talking about double-grip strips, leak-lock systems, and waistbands,” she related at the “Purposeful Purpose: How Top Marketers Approach Brand Purpose Effectively” gathering assembled by the Association of Canadian Advertisers (ACA) and WARC.

“We were heavily, heavily focused on the functional aspects of Huggies. But moms want more from their diaper brands.

“What we didn't have is focus – and we didn't have one clear and consistent message that we were delivering to consumers.”

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Nadia Malowany, Canadian brand leader for infant care (Huggies), Kimberly-Clark