Mums Prefer Nappy With New 3D UltraAbsorb* Layer

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Witness the difference in HUGGIES® Newborn & Infant Nappies

3D UltraAbsorb Huggies NZ

3D UltraAbsorb Huggies NZ

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.

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.


About Kimberly-Clark

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
Kimberly-Clark New Zealand

  •     Kimberly-Clark is a global leader in the ‘essentials for a better life’ across Consumer, Business-to-business and Health Care markets.
  •     Kimberly-Clark New Zealand (KCNZ) is headquartered in Manukau, Auckland.
  •     The company markets leading household brands including the KLEENEX®, KLEENEX® COTTONELLE®, HUGGIES®, U BY KOTEX®, VIVA® Clever Cleaning, POISE® and DEPEND® ranges.

The Huggies brand in New Zealand
The New Zealand nappy market is currently worth around $100m per annum. Huggies Nappies are the No.1 Market leader with value market share of 45.9%. (Source: Aztec MAT to 6th June 2013)
The Huggies brand has a long history of innovation consistently developing superior product features tailored for newborn babies including;

  •     A wetness indicator which gradually changes from yellow to blue when baby wets the nappy, helping new mums know when it’s time to change the nappy,
  •     A soft outer cover, which is gentle on baby’s delicate skin,
  •     Soft and stretchy grip tabs which can be fastened anywhere on the front of the nappy for a snug & secure fit
  •     A waistband pocket to protect against leakage from runny bowel movements at the back.

Visit to find out more about this latest innovation.

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Jane McGlinchey
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