Huggies, the Kimberly-Clark owned nappy brand, will this Saturday launch its nine-month sponsorship of ITV prime-time show You’ve Been Framed, with sponsorship snippets featuring different Huggies products to compliment the brand's marketing campaigns.
The sponsorship credits and break-bumpers, created by Ogilvy & Mather, feature babies being dressed in embarrassing costumes by their parents, reflecting the sponsorship tagline ‘Avoiding SOME embarrassing moments’.
Huggies marketing director Amanda Redman explained that this is Huggies' first ever sponsorship of a TV show, saying You've Been Framed is the perfect fit for the brand as "parents love to watch the programme with their children because they love hearing their little ones laugh at the clips".
She went on to say: "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."
ITV's sponsorship manager Neesha Taneja meanwhile said she was "delighted" to welcome Huggies on-board as sponsor, adding: "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.”