ADVERTISING AND PROMOTIONAL FAILURES

“HUGGIES DAD CAMPAIGN”

ADVERTISING

BMK 713

SUBMITTED TO

KATHRYN J. FAUBERT

BHAVANA DUTTSENECA COLLEGE106361157

Kimberly- Clark leading convenience products provider launched the Huggies Dad campaign

Kimberly- Clark

Adult Care Baby and Child Care Family Care Feminine CareKimberly- Clark

Professional

CAMPAIGN OVERVIEW

Generate brand reliability in the minds of the dads.

Dads they viewed who had not been part of the ‘child care’ process. To increase the adaptability rate towards the use of Huggies, they aimed at looking at Dads.

Huggies also aimed at putting themselves in a challenging spot with Dads being present to take care of the babies; taking in view that they are not responsible enough for the babies.

TO INCREASE OVERALL SALES BY 2%, BY 25TH DECEMBER, 2012

Huggies as a brand wanted to generate more usage and customers and was targeting sales as a way to increase customer dependence

TO INCREASE OVERALL SALES BY 2%, BY 25TH DECEMBER, 2012

Huggies as a brand wanted to generate more usage and customers and was targeting

sales as a way to increase customer dependence

HUGGIES AIMED AT COMMUNICATING PRODUCT DEPENDABILITY AND

BREAK THE STEREOTYPE OF DADS NOT HAVING AN OPINION OF CHOOSING

PRODUCTS FOR THEIR BABIES

Communicating and creating awareness of the Huggies product attributes that

‘they can handle anything’.

Educating and breaking the stereotype of dads not having an opinion in buying

products for their children.

Encouraging liking of the product amongst the Dads as their sure shot way of

taking good care.

Building faith and dependability of the Huggies diaper and wipes range.

HUGGIES COMMUNICATION STRATEGY WAS TO GIVE A

PROMISE OF DEPENDABILITY

Huggies Dad Campaign aimed to build a promise amongst the minds of the dads and mothers that their baby’s huggies diaper and wipes range could handle anything; even the toughest

test- Dads.

HUGGIES TEST AD- DAD CAMPAIGN Huggies launched the DAD Campaign in the form of a teaser- “coming soon” label at the

end of the advert.

The campaign started with Social Media- Facebook, showcasing a link on their Huggies Facebook page- “Nominate a Dad”.

Posters on facebook were put to promote the campaign.

Nominated people were made to stay in 1 house – 5 dads, 5 babies and no moms.

An advertisement was then released on Television

The TV ad and facebook promotions instilled curiosity in the minds of the viewers

Humor aspect of appeal was taken in creation of the posters and TV ad.

PROMOTIONS

Advertiser: Kimberly-Clark Corporation

Brand Name: Huggies

Agency: @radical.media and Ogilvy and Mather Chicago

Country: USA

Category: Baby Hygiene

Released: February 2012

Chief Creative Officer: Joe Sciarrotta

Executive Creative Director: Alison Gregnano

Group Creative Directors: Chris Turner and Dave

Copywriters: Dave Metcalf and Andrew Gall

Art Directors: Chris Turner, Vince Soliven and Pat Seidel

Agency Producer: Mike Diedrich

TV AD & CONTROLS

THE PORTRAYAL OF THE ‘DAD’ AS HAPLESS AND HELPLESS; GIVING OUT A FEELING OF INSULT AND INCOMPETENCE

They failed miserably at this because they could not deliver this message correctly

and the advertisement looked like involving feelings of insult and incompetence in

their minds.

A Change.com petition was released to ban the ad and as many as 1000 people

signed it.

Made look dads as ‘dumb’

There were around 32% dads as only caregivers only and around 64% able to

manage their babies.

NOT ALWAYS FUNNY TO ACCEPT FUNNY

STORYBOARDS

Humor doesn’t work always

Failed at looking and understanding the p.eople whom they were talking to.

They were still going by the 1950s philosophy.

Copywriting and wording should be taken care of in this aspect

RE-LAUNCHED THE ADVERTISEMENT & PUBLIC APOLOGY

Apology in the social media- stated their prime goal for advertisement and then

stating that they are correcting their mistakes.

NEW REVISED ADVERTISEMENTS

Citations • https://www.facebook.com/huggies/posts/10150613196319387 - 12th Oct, 2015• http://abcnews.go.com/blogs/lifestyle/2012/03/huggies-pulls-ads-after-dads-insulted/• http://www.adweek.com/adfreak/huggies-flunks-dad-test-alters-campaign-138912• https://www.youtube.com/watch?v=RIdRq-AxeU0 - Huggies flunks dad test alters campaign, Web, 12th Oct. 2015• http://www.huffingtonpost.com/lisa-belkin/huggies-pulls-diaper-ads_b_1339074.html• https://www.change.org/p/we-re-dads-huggies-not-dummies- We are dads, not dummies, Web, 12th Oct, 2015• http://www.washingtonpost.com/blogs/on-parenting/post/huggies-revamps-dad-test-campaign-after-

complaints/2012/03/12/gIQAHQng7R_blog.html- Huggies revamps dad’s test, Web, 11th Oct.2015• http://www.thestar.com/life/parent/2013/05/16/fathers_influencing_marketing_campaigns.html- Fathers

influencing marketing campaigns, Web, 12th Oct.2015• http://adage.com/article/adages/dad-fueled-poop-storm-huggies-alters-campaign/233203/• http://www.kimberly-clark.com/ourbrands.aspx - Dad fueled poop storm, huggies alters campaign, Web, 12th

Oct.2015• https://en.wikipedia.org/wiki/Huggies - Huggies Wikipedia., Web, 12th Oct.2015• https://www.huggies.com/en-ca/diapers?WT.mc_id=HUG_Paid-Search_Gen15_EN-CA_HUG-

G&WT.srch=1&ReferralCode=HUG-GENENC-PA-OGI-201547 – Huggies website, web, 12th Oct.2015• http://www.washingtonpost.com/blogs/on-parenting/post/huggies-makes-a-mess-with-its-new-dad-test-

campaign/2012/03/07/gIQAlt0axR_blog.html - Janice D. Arcy, Huggies makes a mess with Dad , 12th Oct.2015• http://www.washingtonpost.com/blogs/on-parenting/post/huggies-revamps-dad-test-campaign-after-

complaints/2012/03/12/gIQAHQng7R_blog.html - Huggies revamps ‘Dad Test’ campaign after complaints- By Janice D'Arcy, Web, 12th Oct.2015

• http://www.coloribus.com/adsarchive/casestudy/huggies-daddy-test-18076605/ - Huggies: "DADDY TEST" Case study by @radical.media, Ogilvy & Mather Chicago-, Web, 12th Oct.2015