Huggies You've Been Framed

Thursday, 03 May 2012

Kimberly-Clark's nappy brand, Huggies®, has begun a nine month branded sponsorship of ITV's prime-time programme You've Been Framed.

The sponsorship of the camcorder calamity show will feature different Huggies® products over the coming months to compliment the brand's marketing campaigns.

Known for being the show in which the viewers are the stars, this year Huggies® babies will have their own turn at stealing the limelight in fun-filled sponsorship snippets before each Saturday evening show.

The sponsorship credits and break-bumpers feature adorable Huggies'® little ones being dressed up in embarrassing costumes by their parents, reflecting the sponsorship tagline 'Avoiding SOME embarrassing moments'.

Amanda Redman, Marketing Director at Huggies®, says: 'This is the first time Huggies® has ever sponsored a TV show, and what could be better than the legendary You've Been Framed? Parents love to watch the programme with their children because they love hearing their little ones laugh at the clips, so this is a great feel-good show to be associated with. The sponsorship will give us the opportunity to showcase our brands to, and engage with, a prime-time family audience during one of Huggies® largest investments into product innovation to date.'

Neesha Taneja, Sponsorship Manager, ITV says: "The hilarious You've Been Framed has been a firm family favourite in the ITV1 Saturday schedule for many years and we are delighted to welcome Huggies on board as the 2012 sponsor. You've Been Framed and Huggies share many qualities and we feel it is an excellent brand fit and are confident the partnership will resonate well with the audience."

Building on the launch of Huggies® new drylock system our best ever protection from leaks, Superdry nappies will be the first to feature in the sponsorship, with the aim of driving further engagement within the Huggies® campaign against embarrassing leaks.

The sponsorship will also feature Huggies® Little Swimmers, the only swim nappy with easy-open sides and unique absorbent materials that won't swell in the water. During the summer months when many families use the better weather as an opportunity to get the paddling pool out Huggies® Little Swimmers will be a must-have for water play.

Amanda adds: 'The most compelling reason for mum to become brand loyal is to have reassurance in the products she is buying, and we are very excited that our sponsorship of such a valued and loved family show will give our Huggies® products this visibility.'


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Notes to Editors

Available in major supermarkets and chemists nationwide. For stockists details please contact Kimberly Clark Consumer services on 0800 587 5298.

  • Carry packs - 36 nappies per pack (dependent on nappy size)RRP£6.49
  • Economy packs - 64 nappies per pack (dependent on nappy size) RRP£9.99


About Kimberly-Clark

Kimberly-Clark and its well-known global brands are an indispensable part of life for people in more than 175 countries. Every day, nearly a quarter of the world's population trust K-C's brands and the solutions they provide to enhance their health, hygiene and well-being. With brands such as Kleenex, Andrex, Huggies and Pull-Ups, Kimberly-Clark holds the No. 1 or No. 2 share position in more than 80 countries. To keep up with the latest K-C news and to learn more about the company's 140-year history of innovation, visit