Huggies® is targeting style-conscious mums this summer with a new limited edition Huggies Little Walkers® Denim nappy pant and a £100K marketing and PR campaign. The unique limited edition design of the existing Little Walkers® product, a first for Kimberly Clark and the UK, is expected to be popular among mums when it hits the shelves later this month.
PR and below-the-line support of this limited edition launch includes a celebrity ambassador, dad and ex-England rugby star Austin Healey and his twin toddlers Bibi-Dee and Betsy. Six exclusive media interviews in the consumer press are set to appear throughout the summer alongside images from a photoshoot with Healey and the twins. Other activity includes a limited edition pop-up shop; media partnership; and a front cover exclusive with Prima Baby Magazine.
To launch the Huggies Little Walkers® Denim to mums and press, a guerrilla store event took place, which featured a fashion show with Austin Healey and twins, as well as real mums and toddlers in the latest denim looks. A film from the fashion show can be viewed on a dedicated microsite, www.huggiesclub.co.uk/denim. The site features fun, interactive games as well as product and stockist information. ASDA, Tesco, Sainsbury’s, Boots and Wilkinson will all carry the new Denim nappy pant.
Huggies Child Care Brand Manager Chris Jefferies says, “Huggies are thrilled to launch the limited edition Huggies Little Walkers® Denim, which just like regular Little Walkers® provide the absorbency of a nappy with the freedom of a pant, plus super-stretchy, easy-open sides for freedom of movement and quick changing. Watch this space for another limited edition design in 2010.”
Contact Number: 0800 626008