Kimberly Clark launches limited edition Huggies Little Walkers® Denim nappy pant

denimHuggies® 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.

austin_healey101Huggies 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
www.huggiesclub.co.uk/denim