Promotion
Any survey of the world’s best-loved advertising puts HUGGIES products high on the list, partly because the brand’s messages reflect an insight into the consumer that has proved to be universal. HUGGIES advertising and promotion activity on five continents reflects how most moms see their own babies. HUGGIES “Happy Babies” live in what one mom calls the “photo moments,” when a baby is the star of his or her own life. This “Happy Babies” insight lives in all the brand’s interactions with consumers, including television commercials, print ads, retail promotions, and on the Internet. It’s no coincidence that Disney characters have appeared on HUGGIES diapers for years.
A fully integrated brand message, delivered in one of the world’s most enduring marketing campaigns, is one of the reasons market research firm AC Nielsen recently ranked HUGGIES® diapers (and KLEENEX® Brand Tissue, another Kimberly-Clark brand) among only 43 truly global, billion-dollar brands.
