0800 612 9890

Huggies Launches Innovation with Talking Babies

Tuesday, 10 April 2012

Kimberly-Clark's nappy brand, Huggies®,is investing in its biggest marketing campaign in over four years with the launch of the new Huggies® drylock system.

The drylock upgrade leaves baby's skin super dry for up to 12 hours and helps to prevent leaks.

The launch will see a multimillion-pound investment featuring a new TV advert airing 21 March, product trialling, in-store activity, PR and online activity[1]. Beattie Communications will spearhead the PR and social media campaigns.

The TV creative brings the fun side of the Huggies®brand to life and features two babies, Alfie and Evie, talking in baby babble and animating their conversation with expressive hand gestures.

Alfie calls for babies to join his campaign against the embarrassment of leaky nappies and to choose Huggies®. The campaign's strapline brings Alfie's rally together with the assurance that 'What happens in Huggies® stays in Huggies®'.

The baby babble is translated via subtitles for the viewer, to differentiate the advert against conventional baby product campaigns.

Alfie's campaign will continue online with the launch of his very own Twitter handle, @AlfieTheBaby, the content of which is rumoured to be created by a high profile writer.

Louise Weatherstone,  Brand Manager at Huggies®, says: 'We know the most compelling reason for mum to become brand loyal is to have the reassurance against leaks and Huggies® drylock provides our best ever protection.'

'Drylock signals the largest investment in product innovation to date and to celebrate this we will be staging our biggest ever product giveaway online.'

'Alfie's campaign has been developed to create a careful balance of humour and engagement, to entertain and motivate parents to buy Huggies®. The campaign will be delivered across varied marketing platforms, with particular focus on online, as this remains the number one point of reference for parents looking for baby brand insights.'

'With the launch including strong retail promotions, we are poised to see an influence on sales and are confident the surprises baby Alfie brings over the coming months will continue to  make an impact'.

The unique new drylock system combines a super absorbent core to draw moisture away from babies' skin fast[2], with a super soft, stretchy waistband, leg elastics and improved leg guards, to protect against leaks.

The drylock product upgrade has been added to Huggies® Super-Dry and Natural Fit nappies, available in baby sizes 3 to 6.

- Ends -


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
  • Small packs - 20 nappies per pack (dependent on nappy size) RRP£3.49


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 www.kimberly-clark.com.

[1] Base on sleep subset HUT data December 2011

[2] Rewet test December 2011