Huggies focuses on the needs of the consumers in order to innovate. As much as possible, the brand intends to anticipate the needs of their customers. This strategy has proved to be efficient: parents all over the world now trust the brand. Almost 1/3 of the diapers that are used today are branded HUGGIES.
1978: First introduction of HUGGIES diapers in the market.
1989: Introduction of Pull-Ups, diapers designed to look like real boys and girls' underwear and that can be pulled on and off.
1992: Introduction of the Ultratrim, HUGGIES' most popular diapers. They are considerably less bulky than regular diapers, and offer the same protection.
1994: Introduction of GoodNites, diapers made so that kids do not wet their sheets at night.
1998: HUGGIES Little Swimmers are launched. These diapers are designed for children that play in water, or swim.
1989: Introduction of Pull-Ups, diapers designed to look like real boys and girls' underwear and that can be pulled on and off.
1992: Introduction of the Ultratrim, HUGGIES' most popular diapers. They are considerably less bulky than regular diapers, and offer the same protection.
1994: Introduction of GoodNites, diapers made so that kids do not wet their sheets at night.
1998: HUGGIES Little Swimmers are launched. These diapers are designed for children that play in water, or swim.
Brand architecture:
HUGGIES is a brand that is marketed by the company Kimberly-Clark.
HUGGIES is a brand that is marketed by the company Kimberly-Clark.
Brand Identity:
HUGGIES is a brand that aims at creating a unique relationship with parents. They want to show the customers that they know what parents hope for their babies and what they love.
To do so, the brand shows that babies are happy with HUGGIES products, with a capital H. The brand is there for the babies and for the parents for each joyful moments they share together. HUGGIES products are designed to allow the baby to grow and become more and more independent. Their products are perfect for parents who "want them to run out in the rain, to get dirty, and touch leaves across their face.”
Attributes: HUGGIES diapers fit perfectly the shape of the baby, all the while remaining dry and efficient.
Distinctiveness: HUGGIES is very innovative in the market and constantly seeks to adapt its products to the future need of the parents. Their products are made for the baby to have a maximum protection during all circumstances and all his/her development. HUGGIES is an emotional and innovative brand that builds a relationship with the parents and actually cares about the development and happiness of the parents and their children.
Novelty: A great innovator on the market. For example, refastenable, breathable and stretchy diapers were all first introduced by HUGGIES.
The DNA of HUGGIES is that it is an innovative and caring brand that contributes to your happiness and the one of your child by providing reliable and all-situation diapers that perfectly fit their body.
Novelty: A great innovator on the market. For example, refastenable, breathable and stretchy diapers were all first introduced by HUGGIES.
The DNA of HUGGIES is that it is an innovative and caring brand that contributes to your happiness and the one of your child by providing reliable and all-situation diapers that perfectly fit their body.
Brand Content:
In line with their values and positioning, HUGGIES’ communication aims at showing the parents that the brand is here for their happiness and for the joy, comfort and dryness of their children. HUGGIES TV commercials are a good example of how HUGGIES displays the happiness of the children who use their products. In their TV commercials, children are wearing HUGGIES diapers while experiencing joyful moments of their lives. HUGGIES shows that the brand truly cares for the development of the kids and that the diapers they make are efficient in all situations. They also create an emotional-bond with the parents by highlighting that the brand will “be here” during each step of their children’s lives.
In line with their values and positioning, HUGGIES’ communication aims at showing the parents that the brand is here for their happiness and for the joy, comfort and dryness of their children. HUGGIES TV commercials are a good example of how HUGGIES displays the happiness of the children who use their products. In their TV commercials, children are wearing HUGGIES diapers while experiencing joyful moments of their lives. HUGGIES shows that the brand truly cares for the development of the kids and that the diapers they make are efficient in all situations. They also create an emotional-bond with the parents by highlighting that the brand will “be here” during each step of their children’s lives.
On the internet, HUGGIES reinforces its commitment to be here with the parents all along. They post articles helping parents taking care of their children on social networks. They also create a community by making them being very active on their social media pages.
For example, on Facebook, the brand has a section called mommy answers where the community can directly type questions they want answers to. You can also ask questions on their twitter account where community managers post articles and help their readers to take care of their kids.
The community may also participate to the content by uploading their videos, for instance with their "moments of the week". HUGGIES is also a brand that shows that they care for kids around the world that do not have an easy access to diapers, for example with their current charity operation for "Every Little Bottom" where diapers will be given to children in need thanks to HUGGIES' community.
For example, on Facebook, the brand has a section called mommy answers where the community can directly type questions they want answers to. You can also ask questions on their twitter account where community managers post articles and help their readers to take care of their kids.
The community may also participate to the content by uploading their videos, for instance with their "moments of the week". HUGGIES is also a brand that shows that they care for kids around the world that do not have an easy access to diapers, for example with their current charity operation for "Every Little Bottom" where diapers will be given to children in need thanks to HUGGIES' community.