Huggies Ultra Comfort plays on 'adult psyche' to market premium diapers

MUMBAI: Huggies, which dominates the market with a 69 per cent share, has launched its premium end international diaper Huggies? Ultra Comfort in India with a cut through 'Leaks' TV campaign. The campaign has two baby commercials - one in which the baby is gardening and the other in which the baby is taking care of the washing chores.



The campaign weaves around the essence of the brand 'Huggies babies are happy babies'. It adopts an innovative route of showing the baby thriving with freedom in an adult like situation. The babies in both the ads make clever use of Huggies? Ultra Comfort diapers to stop tough leaks from a hose and pipe.

The situations in the ads are linked with the superiority of the product and depict that even a baby knows that Huggies? Ultra Comfort offers the best solution to prevent leaks. The campaign lays emphasis on the best in class leakage protection offered by the imported Huggies? Ultra Comfort.



According to Kimberly-Clark Lever managing director Rajeev Mohan, "The Huggies? Ultra Comfort - Leaks campaign will effectively connect with discerning mothers, who want to give the best care and protection for their little angels. Every mother wants to see her baby happy and thriving in all situations and Huggies? Ultra Comfort is the best that she can offer her baby to do so."

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