Huggies launches biggest ad campaign in four years

Kimberly-Clark-owned nappy brand, Huggies, is launching its biggest advertising campaign in more than four years.

A multimillion-pound TV campaign launching today (21 March) will promote the launch of Huggies' new "drylock system", which it says leaves a baby's skin super dry for up to 12 hours and helps to prevent leaks.

The ad, created by Ogilvy & Mather, features two babies, Alfie and Evie, talking in baby babble and animating their conversation with expressive hand gestures.

The baby babble is translated via subtitles for the viewer and calls on parents to put babies in Huggies to stop the embarrassment of leaking nappies. The strapline reads, "What happens in Huggies stays in Huggies".

In-store activity, PR and digital activity will support the campaign. Alfie will also continue online with the launch of his very own Twitter handle, @AlfieTheBaby.

Louise Weatherstone, brand manager at Huggies, said: "Alfie's campaign has been developed to create a careful balance of humour and engagement, to entertain and motivate parents to buy Huggies.

"The campaign will be delivered across varied marketing platforms, with particular focus on online, as this remains the number-one point of reference for parents looking for baby brand insights."





Subscribe to Campaign from just £57 per quarter

Includes the weekly magazine and quarterly Campaign IQ, plus unrestricted online access.


Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an Alert Now

1 Meet the new breed of ad agency chiefs

A new wave of first-time CEOs are opting to do things differently in an evolving landscape. They discuss the business model of the future with Jeremy Lee.

Case study: How 'This girl can' got 1.6 million women exercising

1 Case study: How 'This girl can' got 1.6 million women exercising

"This girl can" was based on a powerful insight: that the fear of judgement by others is the primary barrier holding women back from participating in sport.

Just published