Ogilvy & Mather unveils the first of three TV spots next week in an
pounds 8 million relaunch of Kimberly-Clark's range of Huggies
The ads aim to promote the new range of three varieties - one for each
stage of a baby's development - called 'beginnings', 'freedom' and
Launching nationally on 19 March and running for 11 weeks, the first TV
ad will introduce the entire range and will be followed by individual
films for other variants.
The ads show babies from three stages of development - cot, crawling and
toddling. The second stage, crawling babies are shown thrashing around
in an all-green landscape made from soft material, bashing everything
with wooden spoons.
The toddling stage children are dressed as cowboys, and are shown line
dancing with a chicken in a barn.
The TV films are supported by posters and press ads that employ images
of young children's footwear to represent the three stages of
The press ads will run for the remainder of this year.
The new packaging for the range was devised by the WPP-owned Coley
Porter Bell. The colour-coded designs are referenced in all the campaign
The ads were written and art directed by Nick Parton, and directed by
Patricia Murphy through Rushes. Photography was by Peter Rauter. Media
planning and buying was by MindShare.
Kimberly-Clark announced a pounds 30 million marketing budget for its
Huggies range of nappies in January. Last year it put pounds 10 million
behind the Air Dry & Baby Soft brand.