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Huggies
Meet The Squirmers

RAN IN: United States, Canada

CLIENT
Kimberly-Clark Corporation

Amanda Boyle - Integrated Mktg. Planning Director
Kevin Brown - Commercial Program Manager
Aric Melzl - Brand Director, Huggies
Erik Seidel - VP, Huggies

AGENCY
Ogilvy & Mather *Lead Agency

Jesse Bayer - Sr. Partner, Planning Director
Becky Getz - Managing Director, Agency Operations
Annie Gray - Acct. Supervisor
Angela Johnson - Managing Director, Director of Acct. Mgmt.
David Metcalf - Sr. Partner, Group Creative Director
Chris Turner - Sr. Partner, Group Creative Director


Mindshare


Edelman


SUMMARY

If you have an active baby, changing time can be a nightmare. They kick, they roll, they wriggle, and they squirm. We knew HUGGIES Slip-On diapers were a great product, but we couldnt tell mom that her squirmy baby was a problem that needed solvingbecause moms never, ever see their babies as problems. So we turned squirmy baby frustration into a squirmy baby celebration. And in the process, we introduced mom to the perfect new diaper for her perfect baby.

CASE VIDEO


Hero Medium: TV

Medium Featured On Video: TV, Interactive, Social Networking Sites/Applications, Print, PR, Consumer Involvement

Audience: New Audience, Brand Influencers, Mothers

Objectives: Increase awareness

Type: Business to Consumer

Classification: National

Language: English