Kimberly Clark has launched a new integrated campaign tying together its two brands Huggies Nappies and Huggies Baby Wipes.
The campaign suggests to mums that as their baby’s nappy is the one constant in the child’s day, by using both products together they give the baby greater comfort. The work is the first example of the new Kimberley Clark “integrated marketing process” developed in conjunction with media agency Mindshare, both globally and at a local level. Joanna McCarthy, Kca corporate communications manager told Mumbrella: “It’s not just about the advertising idea. We’re changing the process in collaboration with our agencies Ogilvy and Mindshare.”
The campaign also extends across print, with ads in New Idea, Woman’s Day and major parenting magazines, online display ads on parenting websites, in store activations as well as further promotion on the Huggies Facebook page, and a presence on Twitter, Google+ and Pinterest.
The campaign suggests to mums that as their baby’s nappy is the one constant in the child’s day, by using both products together they give the baby greater comfort. The work is the first example of the new Kimberley Clark “integrated marketing process” developed in conjunction with media agency Mindshare, both globally and at a local level. Joanna McCarthy, Kca corporate communications manager told Mumbrella: “It’s not just about the advertising idea. We’re changing the process in collaboration with our agencies Ogilvy and Mindshare.”
The campaign also extends across print, with ads in New Idea, Woman’s Day and major parenting magazines, online display ads on parenting websites, in store activations as well as further promotion on the Huggies Facebook page, and a presence on Twitter, Google+ and Pinterest.
- 7/4/2012
- by Cathie McGinn
- Encore Magazine
Kimberly-Clark Australia is informing mums that boxes of its Huggies Nappies are to shrink in size due to pressures on its Australian manufacturing operation.
Joanna McCarthy, corporate communications manager for Kimberly-Clark Australia, told Mumbrella: “We wanted to be upfront with mums. We didn’t want to pull the wool over their eyes. We haven’t put up the prices of Huggies for six years, but we just couldn’t continue to absorb the pressures of a tough manufacturing environment.”
The copy for the campaign, which is in the form of a letter, was written by Kimberly-Clark’s marketing, corporate communications and legal teams. Ad agency Ogilvy added the Huggies branding.
The campaign broke in the national press today.
Kimberly-Clark posted a comment on the Huggies Facebook page at 5.30am this morning informing its customers of the change.
The comment reads:
McCarthy
“Despite our costs increasing over the past six years,...
Joanna McCarthy, corporate communications manager for Kimberly-Clark Australia, told Mumbrella: “We wanted to be upfront with mums. We didn’t want to pull the wool over their eyes. We haven’t put up the prices of Huggies for six years, but we just couldn’t continue to absorb the pressures of a tough manufacturing environment.”
The copy for the campaign, which is in the form of a letter, was written by Kimberly-Clark’s marketing, corporate communications and legal teams. Ad agency Ogilvy added the Huggies branding.
The campaign broke in the national press today.
Kimberly-Clark posted a comment on the Huggies Facebook page at 5.30am this morning informing its customers of the change.
The comment reads:
McCarthy
“Despite our costs increasing over the past six years,...
- 3/29/2012
- by Robin Hicks
- Encore Magazine
IMDb.com, Inc. takes no responsibility for the content or accuracy of the above news articles, Tweets, or blog posts. This content is published for the entertainment of our users only. The news articles, Tweets, and blog posts do not represent IMDb's opinions nor can we guarantee that the reporting therein is completely factual. Please visit the source responsible for the item in question to report any concerns you may have regarding content or accuracy.