CLIENT
Kimberly Clark Australia
1. Gabrielle Davidson - Head of Marketing, Baby & Childcare Huggies
2. Belinda Driscoll - Senior Marketing Director ANZ Huggies
3. Rahul Asthana - Senior Marketing Director ANZ Huggies
4. Lauren Crawley Head of Marketing, Baby & Childcare Huggies
5. Phillipa Gagg - Senior Brand Manager Huggies
6. Fiona Kelly - Senior Brand Manager Huggies
7. Bianca Edmunds - Brand Communications Manager Huggies
AGENCY
Jennifer Gledhill - Group Account Director
Mindshare
Catherine Rushton - Head of Strategy
OPR Agency
James Curtis - Associate Director
SUMMARY
This paper details how Huggies used its position as an authority in parenting to take aim at the horrendous issue of ‘mum-shaming’ within culture and social media. By taking a stance against the atrocious behaviour and reminding people that there’s no shame in being a parent, Huggies' positive approach to marketing delivered three consecutive quarters of sales growth, putting an end to their long-term sales decline.
