To promote a major upgrade in Huggies Nappy-Pants, Kimberly-Clark’s Huggies brand has launched a new commercial program, called ‘Keeping little groovers moving’.
Launching with a fun TVC created by Ogilvy Sydney, the new program demonstrates that when active babies are ready to move, new Huggies Nappy-Pants with MotionFlex are ready to move with them. The Nappy-Pants have been designed with soft, stretchy side panels and flexible leg elastics that provide a snug, comfy fit for active babies.
Irene Anast, marketing sector leader, baby and child care division at Kimberly-Clark said: “The new commercial program shows that with Huggies Nappy-Pants, little ones feel free to make every twist, turn and wiggle with ease. The TVC features an animated Mickey and Minnie Mouse dancing with an adorable little girl, clearly demonstrating the ease of movement for active babies wearing Huggies MotionFlex Nappy-Pants.
“The introduction of Mickey and Minnie Mouse on Nappy-Pants follows consumer feedback via social media when asked which Disney characters they would like to see on Nappy-Pants. Being such well-known active characters, it seemed the perfect fit to feature Mickey and Minnie on the product and in the commercial.”
Ogilvy Sydney group account director Sarah Goaley said: “It was a pleasure to collaborate directly with Disney’s animation team and witness their creative process to bring the iconic Mickey and Minnie to life around our little groover. We are delighted with the final spot.”
In addition to the TVC, Huggies Nappy-Pants will be launching an online competition that encourages mums to record their little groover on the move, and tagging the Huggies Facebook or Twitter accounts with the hashtag #nappypantsdance. All participants will go into the draw to win a $5,000 Disney party pack.
The Huggies ‘Keeping little groovers moving’ TVC will be featured during popular television shows such as Masterchef, Reno Rumble and Love Child. Following the Huggies brand’s recent partnership with Disney Junior, the TVC will also feature on the Disney Junior channel.
The launch of the new commercial program will be supported by digital communications on Huggies Facebook, Instagram, YouTube and website accounts.
Russell Smyth, Creative Group Head, Ogilvy and Mather
Carolyn Diamond, Senior Copywriter, Ogilvy and Mather
Bettina Clark and Kate Shearer, Art Directors, Ogilvy and Mather
Alison Chambers, Senior Producer, Ogilvy and Mather
Sue Hind, Senior TV Producer, Ogilvy and Mather
Renee Nadin, Junior TV Producer, Ogilvy and Mather
Scott Chalcraft, Business Director, Ogilvy and Mather
Sarah Goaley, Group Account Director, Ogilvy and Mather
Jacinda Tree, Senior Account Manager, Ogilvy and Mather
Josh Fardell, Account Executive, Ogilvy and Mather
Nick Robertson, Director, ONE20
Josh Jenkins, Supervising Producer, ONE20
Disney Animation: Walt Disney Animation Studios
Post: Method Studios
Sound: Rafael May