Sydney (PRWEB) July 03, 2013
Kimberly-Clark New Zealand has launched a proprietary innovation in Huggies Newborn and Infant Nappies, set to revolutionize the nappy category. This unique 3D UltraAbsorb* layer absorbs and contains babies’ runny bowel movements and minimizes the spread within the nappy, leaving their skin noticeably cleaner and more protected than ever before.
Every year in New Zealand, over 60,000 babies enter the $100million nappy category. This innovation will help meet what mum’s tell us in research is their toughest challenge of all - managing their baby’s runny bowel movements.
This Monday, Kimberly-Clark’s market leading Huggies brand is launching a new integrated campaign to promote the innovative 3D UltraAbsorb* layer now in Newborn and Infant size nappies. Witness the difference in the new Huggies Newborn and Infant nappies, by seeing, feeling and experiencing the amazing difference that the new 3D layer makes to baby’s delicate skin.
Brand Manager Codey Goodall says “Our newest bundle of joy has finally arrived and Kiwi babies will now get to experience this revolutionary innovation that will reframe consumer expectations on what a nappy can deliver. This campaign is about encouraging parents to ‘witness the difference’ by seeing, feeling and experiencing this amazing new nappy compared to their current nappy”.
Kimberly-Clark has experienced excellent results in consumer research, with parents of newborn babies consistently impressed with the difference the new Huggies Newborn Nappy with the 3D UltraAbsorb* layer makes with 7 out of 10^ mums saying they prefer the new nappy over their current Huggies Nappy.
The integrated marketing campaign includes a new 30 second TV ad demonstrating how the new nappy absorbs and contains babies’ runny bowel movements, print and digital advertising, social media, sampling at the upcoming Auckland Baby Show and in store activity.
® Registered Trademark/ * Trademark Kimberly-Clark Worldwide, Inc. © 2013 KCWW.
^Research Source: Ipsos Australia (2012) Testing New Huggies Infant Nappies versus current Huggies Nappies.
Kimberly-Clark and its well-known global brands are an indispensable part of life for people in more than 175 countries. Every day, nearly a quarter of the world's population trust K-C’s brands and the solutions they provide to enhance their health, hygiene and well-being. With well-known and trusted brands, Kimberly-Clark holds the No. 1 or No. 2 share position in more than 80 countries. To learn more about the company's 140-year history of innovation, visit http://www.kimberly-clark.co.nz
Kimberly-Clark New Zealand
Visit http://www.huggies.co.nz to find out more about this latest innovation.