Huggies Nappy Pants

Problem: Huggies’ market share in Australia was declining due to lower price point offerings growing in popularity, despite being inferior quality.

Insight: Preventing leakage from movement is something mum’s would pay more for.

Strategy: Reposition Huggies Nappy Pants with its new MotionFlex Technology as best in class, showing how water tight Huggies Nappy Pants truly are, allowing babies to move without leakage.

Idea: Groovy Movers - we partnered with Disney to show just how much movement these Nappy Pants can take so when your baby is ready to dance with Mickie and Minnie, Huggies Nappy Pants have them covered.

Results: The babies weren’t the only ones grooving when the results came in, Groovy Movers boosted sales by 25% in the next sales report.