Huggies answers babies with comfort when nature calls

Kimberly-Clark, the parent company of Huggies, has rolled out the second leg of its ‘we got you, baby’ campaign to highlight its Nature Care range of diapers. 

 

Conceptualised by Ogilvy, the film showcases a mother telling her baby that her skin is 30% softer than hers. The mother says that she chooses Huggies Nature Care to protect the delicate skin of her baby. The film ends by highlighting that the diaper is made with an organic cotton liner which helps prevent a diaper rash. 

 

Saakshi Verma Menon, marketing director, Kimberly-Clark India said, "At Huggies, we are passionate about providing the best for babies. Our consumer surveys highlighted a growing demand for organic cotton among moms for their babies. In response, we have created and developed Huggies Nature Care™, a range of premium diapers made with organic cotton. Our new campaign, which includes the release of a digital film, creatively conveys the attributes of this new range through the skin as an advocate. This campaign is aligned with our global message of ‘We got you, baby’ and showcases our dedication to meeting the needs and expectations of moms and as a protector for a baby’s delicate skin. "

 

Sukesh Kumar Nayak, chief creative officer, Ogilvy India, said, “Moms aren’t settling for basics anymore, and neither are babies. So, we had to up the game in terms of what we offered them and how we communicate with them. That’s why, to launch Huggies Nature Care we took a different approach. The campaign ‘We got you, baby’ is Huggies’ assurance to demanding moms and babies that these are the gentlest diapers for babies’ delicate skin. Spoiler alert: Watch out for the baby’s wink of approval!”