Kimberly-Clark’s Huggies demonstrates the power of purpose with a hug

Huggies, the diaper brand owned by Kimberly-Clark, enhanced its position in Canada thanks to its “No Baby Unhugged” positioning.

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...