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Huggies
The Huggies Jean Diaper: Full of Chic

RAN IN: United States

CLIENT
Kimberly-Clark

Keegan Coulter, Brand Manager
Amanda Boyle, Integrated Specialist
Stuart Schneider, Senior Brand Manager

AGENCY
JWT *Lead Agency

Karyn Rockwell, Global Business Director
Lauren Turner, Global Planning Director
Richie Glickman, Executive Creative Director
Aissatou Balde, Account Director
Libby Schaub, Planner
Jean Dabrowski, Director of Operations


Edelman *Lead Agency


Mindshare

Bohb Blair, Director of Invention


JWT Action


SUMMARY

It's hard for a diaper brand to get the attention of Moms with older babies. They've found a diaper that works and they're not looking back. When Huggies Little Movers wanted Moms to trade up from Huggies' lower-priced offering and switch from competitive brands, we knew we needed to shake things up. So we used the limited-time Huggies Little Movers Jeans Diaper to change the conversation from function to fashion. We blasted business goals, inspiring a moment in pop culture and gaining a 2.5% share in just six weeks.

CASE VIDEO


Hero Medium: Other

Medium Featured On Video: TV, Interactive, Print, OOH, PR, Retail Experience, Events

Audience: Connect with a new audience,Launch or relaunch a brand/product,Speak to women,Speak to Young Women, Speak to Families,Speak to Mothers

Type: Business to Consumer

Classification: National

Language: English