Huggies is today set to unveil its biggest marketing campaign in four years, with an ad created by Ogilvy.
To support the launch of a drylock system for the Kimberly-Clark’s nappy brand, there will also be product trialling, in-store activity, PR and online activity.
Beattie Communications are handling the PR and social media for the campaign, while Multiply are managing product trialling and the website.
The TV ad features two babies, Alfie and Evie, talking in baby babble and animating their conversation with expressive hand gestures, with subtitles appearing at the bottom to translate.
Alfie calls for babies to join his campaign against the embarrassment of leaky nappies, with the tagline ‘What happens in Huggies stays in Huggies’.
Alfie’s campaign will continue online with the launch of his very own Twitter handle, @AlfieTheBaby.
Louise Weatherstone, brand manager at Huggies, said: “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.”