Huggies' Insights Ease Diaper Change

Neenah, Wis. — Sixty percent of parents with babies at least 10 months old regularly have wrestling matches during diaper changes, according to internal research by Kimberly-Clark. That information helped spur the rollout of Huggies Little Movers Slip-On diapers, a line extension that comes with "stretchy" sides already connected (similar to Huggies Pull-Up training pants). "It's a very concise consumer insight: Changing time can be a struggle," says Jason Rottier, brand manager of Huggies shopper marketing. "[The product addresses] an unmet need of providing an easier diaper change."Prior to launch, Kimberly-Clark sent samples to consumers and solicited them to submit videos of themselves putting the diapers on their babies. The videos, posted on the brand's website, serve as product reviews, Rottier says.Huggies' Facebook page and activity on select retailer websites (e.g., Walmart.com) "provide touchpoints for our Huggies community," including games and contests. Kimberly-Clark provided opportunities to all retail partners, Rottier says, and CVS/pharmacy, Walgreens, Kroger, Babies "R" Us and Walmart have been particularly active. "I worked with all of them to determine how we build the equity of that retailer along with providing a superior product launch," he says.When the product launched Aug. 1, retailers could draw from a menu of P-O-S materials ranging from shelf danglers to in-store video. The product appeared on endcaps and/or on displays in aisles or near checkout.Walmart made particularly heavy use of videos on endcaps. "A picture is worth 1,000 words, and a video is worth more," Rottier says. "It's a quick snippet in time – 'Hey, I get it,' vs. having to digest a longer message. We had very detailed, yet concise, directions on how to put it together. There were only a few steps. [But] if the actual video is not executed at the shelf, we've lost. Walmart came through on execution and compliance."Walmart and Kimberly-Clark also distributed a co-op insert in Sunday newspapers that contained a QR code sending smartphone users to a K-C promotional site.An account-specific "Squirmiest Baby Contest" at Walgreens awarded store gift cards.With its packaging, Kimberly-Clark wanted to show that Slip-On related to Huggies, but that it was also something new. Research showed that a vibrant green color contrasted nicely with the traditional Huggies red. Tests showed that the circular icon on the package, which shows a mom fitting the diaper on a baby, "came through as a very powerful tool in communicating the benefits of this product," Rottier says.Kimberly-Clark used New York-based Ogilvy Action for the shopper marketing aspects; Los Angeles-based Lunchbox for digital; and Neenah, Wis.-based Menasha Packaging for both the video and packaging, Rottier says.Rottier says the overall budget for the Huggies Slip-On launch was five times that of the limited-edition Huggies Little Movers Jeans diapers that debuted in May 2010, although he would not disclose dollar amounts.Early anecdotal indicators of the product's success in the first several weeks after launch were positive, Rottier says, but "we don't want to get too high or too low in terms of some of the results. Through minimal quant data, we're very excited about what we see from velocity, the compliance of executions of displays. Retailers are excited and positive about the sales they've seen. They're looking forward to running promotions."Long-term success will depend on customer trial, Rottier says. "It's going to require a behavior change from mom, dads and caregivers alike. But the research shows once they use the product, they will see the benefits. If they have a squirmy baby, this product absolutely will be for them."

Huggies' Insights Ease Diaper Change

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