Huggies defies Cultural Tide with an embrace

Huggies, the disposable nappy brand, took a long-term approach to brand building in Vietnam to increase sales.

Summary

Huggies was one of the biggest diaper brands in Vietnam, yet POME (point of market entry) segment was not its game. Despite the availability of diaper brands, product formats and innovation, Vietnamese moms with new-born babies always chose to go with cloth nappy and insert format, simply because it's what almost every Vietnamese mom had been doing and believed to be the best way. Huggies decided to go upstream to gain more spotlight in this POME segment. This campaign had an approach with a human touch that challenged back the long-established cultural parenting behaviors, accelerated new diaper usage trend,...

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