MUMBAI, INDIA – Manufacturing company Kimberly Clark brought a fresh new identity for its iconic brand Huggies with the relaunch of Huggies Complete Comfort® in India. Based on extensive consumer research, the relaunch focused on the core proposition of five-in-one comfort, which includes key attributes like softness and absorption. The brand is going to embrace an all-new visual language via its packaging design across the range which is expected to showcase the brand’s key attributes and consumer benefits.
To mark the relaunch, Huggies rolled out its new campaign, “We got you, baby” that promises to make the world a more comfortable place for babies. Conceptualized by creative agency Ogilvy India, the endearing launch film used the baby’s voice as a creative device to highlight their discomforts with diapers. Huggies comes to their rescue by providing five comforts in one diaper that includes bubble bed softness, 12-hour absorption, triple leak guard, breathable material, and a comfy fit waistband.
Saakshi Verma Menon, Marketing Director, Kimberly – Clark India, commented on the relaunch: “Huggies as a brand has always strived to go the extra mile to make the world a more comfortable place for babies. Through extensive consumer research, we realized that babies need complete comfort with multiple benefits in one product. We are proud to introduce the new ‘Huggies Complete Comfort®’ to our Indian consumers to help babies and their parents navigate the unknowns of babyhood. Our research showed that 9 out of 10 moms feel that Huggies is more comfortable than their regular diaper which reinforces the trust that consumers have on this iconic brand.”
On the campaign, she added: “We are launching a digital first campaign across platforms where mums today are spending most of their time. The content is hyper personalized and contextualized to specific consumer cohorts for heightened relevance and engagement. Also, as a challenger brand in India it is imperative for us to break clutter and stand out as a preferred brand. Our creative partners at Ogilvy have cracked an enjoyable and distinctive way of landing the key message which is sure to cement our position in the hearts of our consumers.”
Commenting on the film, Sukesh Kumar Nayak, Chief Creative Officer of Ogilvy India, said: “To get the attention of parents, in our new campaign for Huggies, babies go on a protest to boycott incomplete diapers that do not have full comfort. Voicing their displeasure in a disruptive narrative, babies seek a diaper that provides more than the usual fare of dryness, for one which actually gives complete comfort.”
“As baby’s wingman, Huggies helps babies word their unspoken needs with a message that is playfully irreverent and memorable to ensure their problems are heard loud and clear. And solved with the new Huggies Complete Comfort diapers which will never allow babies to settle for incomplete comfort,” Sukesh concluded.
The Huggies Complete Comfort® range is now available in offline stores and on ecommerce platforms.
Vice Chairperson & Chief Client Officer, Ogilvy India: Hephzibah Pathak
Chief Creative Officer, Ogilvy India: Sukesh Nayak
Chief Strategy Officer, Ogilvy India: Prem Narayan
Account Management: Beenu Kurup, Sunny Dsouza, Anubhuti Chaturvedi
Strategic Planning: Abigail Dias, Saurabh Jaiswal
Creative Team: Pashyn Sethna, Pranav Bhide, Amit Hoiyani, Amol Suryavanshi, Vaibhav Paradkar, Akshaya Deshpande, Tvesha Bahadur