Diaper changing competence
Baby Diapers The Favo Advertising Agency in Basel has developed a new branding strategy for Huggies.
If you need a paper handkerchief, please ask
for a Kleenex. Changing a baby's diaper means throwing
and then the Pampers are gone. When branded articles become fixed
terms, branding can sometimes be quite a challenge.
become ungrateful. Kleenex is a branded product from Kimberly Clark. The
The same global company also produces and sells Huggies. For
Singles and eco-fundies: Huggies are Pampers' rival product.
And not just any old one. The quality brand is regarded in the USA as the
Number 1 in the paper diaper market. In the Swiss market, however, Pampers
still number 1 today.
Number 2 wants attention
One of the reasons for this is that Huggies have so far only been
were sold at Migros and Carrefour. Now Huggies are also to be
be included in the range of other distributors. How do I say this
my baby? After a pitch, the Swiss representation of
Kimberly Clark in Niederbipp entrusted the Basel advertising agency Favo with this
communication task. The campaign has two objectives: Market share
and thus consolidate its current position 2 and strengthen the brand
Huggies and clearly differentiate them from Pampers.
How can communication succeed in establishing Huggies as an independent brand?
and not just appear as "me too"? The advertisers in
Basel interviewed mothers during the presentation phase in order to
to find out what is particularly important to them when buying diapers.
It turned out that mothers want the best possible baby care.
Safety. Nothing is good enough for the little darling. You put
therefore relies on familiar products and does not want to take any risks.
Huggies wants to gain the trust of its customers. "Buy, keep buying,
recommend" is the motto here. The Huggies brand must
create an emotional world in which parents feel comfortable and can
Huggies can identify.
Hinrik Wachsmuth, Creative Director of Favo, has four children of his own and
knows what he's talking about. He knows by now: Huggies are a global
the technically best diapers. But this is not yet the case in the store.
perceived. So the credibility of Huggies must be
be built up.
From an in-depth study of purchasing behavior, the strategy
developed. What is new about this is that Favo not only focuses on the qualities
of the product, but the mother-child relationship with the
center of the campaign.
In the future, instead of focusing on the baby, Huggies will focus on the
Focus communication on the mother-child relationship. The research
has shown that the customer is convinced: The
The mother-child relationship is more important than technical know-how and
shapes confidence in the product. In this case, Huggies.
In Switzerland, the Favo agency now wants to develop this basic idea into a
Expand the campaign. From the brand name Huggies, Favo has developed the term
"Hug me" filtered out, which translates as "squeeze me".
me", "hug me", "caress me". The critical question at the
However, the presentation was: What if nobody understands "Hug me"?
After all, it could be assumed that the wording was not in conflict with
Pampers. So in the worst case, at least
curiosity as to what "Hug me" could mean.
The concept of this new communication has now been developed in a
market research throughout Switzerland. Favo has been working with a
survey of 200 people to find out whether and how the expression
"Hug me" is understood.
At the same time, the test subjects were confronted with the layout.
In German-speaking Switzerland, the majority got "Hug me" right.
interpreted. In French-speaking Switzerland, the values were somewhat lower. But
Most of those surveyed in French-speaking Switzerland felt that the new
ads, although they do not translate the expression correctly
could. In German-speaking Switzerland, most people were impressed by the layout of the
new advertising in combination with "Hug me". "Apparently
The French-speaking Swiss react more emotionally and the German-speaking Swiss more rationally," concludes
Consultant Philippe Schär at Favo.
"Hug me" is already a household name
In view of the fact that McDonald's is known for its slogan "Every
time a good time" only after years of penetration by
various communication measures have a perception of 59 percent
is - although not yet communicated - for the completely new
The term "Hug me" is already very popular. Lufthansa also
is only after five years by 54 percent of people with the slogan
"There's no better way to fly" has been identified. Now "Hug me"
not yet identified with Huggies - but the short and
The pithy slogan is at least immediately understood.
Favo has set a timetable for the new positioning of Huggies of
2006 to 2010.via Felicitas, Huggies are already being sold today in
in the form of gift packages directly to households with newborns
distributed. Kimberly Clark also works closely for Huggies with
of the Hirslanden Group. The Favo concept also includes a
Publicity report in Migros magazine. (pan)
A "Yay" effect should bring customers
The special thing about the baby motifs is their expressiveness and style,
how they talk to you. "You'd love to hug them straight away
and cuddle them tightly", as Wachsmuth says. Important for the
psychological effect is also the choice of the image section and the
Dealing with a generous white surface. So the mother is not -
visible, as one would expect. But you can make yourself comfortable with your
protective arm - a symbol for the relationship. Still
The graphic continues when, instead of a baby as before, the new
slogan "hug me" takes center stage. With this, Huggies
stand out from the competition. In addition to the
Babies especially notice the smiling mothers. (pan)
