Kimberly-Clark’s HUGGIES has launched a fully integrated brand campaign to promote its once-in-a-decade nappy innovation, launching in Australia this month.
Legendary agency Droga5 is HUGGIES’ global creative agency and it oversaw the local execution.
The campaign heroes a homegrown Australian first, HUGGIES Newborn and Infant nappies with a zinc-enriched layer that’s clinically proven to protect babies’ delicate skin from irritation.
Creative taps into parents’ obsession around baby skin health, with new research revealing baby skin irritation is a top concern for the majority (62 per cent) of parents, ranking higher on the concern list than sleeping and feeding. With baby skin up to 30 per cent thinner than adult skin, the new Huggies Newborn range is designed to help protect baby’s delicate skin from day one.
The campaign will be launched across paid, earned, owned and social channels from this week.
Philippa Gagg, head of marketing at Huggies, said: “Our dedication to producing innovative and world-first products that are best for baby and parents is one of the reasons why we’re Australia’s leading nappy brand. We understand that Australian parents have a healthy and natural obsession with their baby’s skin and will go to great lengths to ensure that a baby’s skin is happy and healthy.
“As a baby’s number one immunity defence, nappies play a crucial role in skin health. Our new clinically enriched zinc layer is revolutionising the category. It’s a game changer for Aussie parents addressing one of their top concerns. Our intention with this integrated campaign is to bring this new Australian innovation to life as proof that Huggies continues to have the best interest of parents and babies at its very core.”
Independent brand and digital agency, Archibald Williams (AW) has been appointed to lead the NBA account across the APAC region. The NBA is one of the most prestigious sporting leagues in the world and basketball is one of the fastest-growing sports in Australia. Effective immediately, AW said it was “excited” to work across all digital, […]
B&T's shining a light on industry folk prior to adland. Preference given to anyone purporting actual UFO abduction.
Leading digital outdoor company QMS has announced it is the first-ever inaugural partner for Most Contagious APAC, the landmark London event by creative and strategic intelligence company Contagious, which will be showcased in Australia on Tuesday, 12 December in Sydney and Wednesday, 13 December in Melbourne. Most Contagious is an event that delivers key advertising […]
Omnicom’s data and analytics division Annalect has partnered with Meta, giving it access to Advanced Analytics (AA) – one of Meta’s privacy-focused measurement solutions – to provide Omnicom’s clients with future-proof, next-level measurement. Omnicom is the first holding company to have access to AA. AA allows advertisers to combine their first-party data with Meta’s ads […]
WPP’s AKQA has launched Fixmas.gift, an environmentally conscious AI-powered DIY assistant, affectionately known as Fixie, for a one-stop solution for all things repair. Fixmas.gift hosts an array of guides and inspiration to empower people to prolong the lives of their belongings or purchase pre-owned items that need a little love and care. Fixie can: Help […]
Marc Collister (pictured) of P2 Content Creators spills the beans on his 2024 predictions drawing from two decades of experience in the advertising, film and television industry. I’m certain it will come as no surprise that in 2024, we can expect our industry to move at breakneck speed again. With even more rapid shifts in […]
Zeno Australia has announced expanded creative design capabilities and the appointment of Jim Michell (lead image) to its senior leadership team. The new moves support strong growth in the region. Zeno Australia’s clients, including Abano Healthcare, Motorola and Yorkshire Tea, can now tap into a suite of creative design services to augment the agency’s work […]
Assembled Media, is drawing upon the creative power of TikTok Creator Marketplace to help generate unique, impactful content for iconic stationery brand, BIC. The social activation campaign titled ‘A Pen for Every Side of You’ promotes the flexibility of BIC’s 4 Colours pen and is active nationwide on the BIC Stationery TikTok account. The campaign […]
Pinterest reckons jellyfish & moody cowboys will be big in 2024. Refused to be drawn on the return of shoulder pads.
IAB Australia has launched ‘Evolution in Market Mix Modelling’, the fourth module in its Marketing Measurement Innovation Series, which has been developed by IAB Australia’s Ad Effectiveness Council. The module explores what is driving the increased use of MMM and how the technique is evolving with advances in computing power and machine learning to provide […]
Scope3, the collaborative sustainability platform leading the decarbonisation of media and advertising, announced the addition of digital out-of-home (DOOH) to its emissions measurement. With DOOH ad spending predicted to grow from $17B in 2023 to nearly $24B by 2028, measuring this channel brings us one step closer to understanding the total impact of digital advertising […]
NRF 2024: Retail’s Big Show Asia Pacific, is now open for online registrations for the main conference. Jointly organized by the National Retail Federation and Comexposium, Retail’s Big Show Asia Pacific will take place from 11 – 13 June, 2024 at the Sands Expo and Convention Centre in Singapore and is expected to draw thousands […]