MSS07. Integrated Use of Media

Gold
CAMPAIGN
Huggies defies Cultural Tide with an embrace
AGENCY
Mindshare Vietnam
CLIENT
Kimberly-Clark
BRAND
Huggies
DETAILS
Huggies was one of the biggest diaper brands in Vietnam, yet POME (point of market entry) segment was not its game. Despite the availability of diaper brands, product formats and innovation, Vietnamese moms with new-born babies always chose to go with cloth nappy and insert format, simply because it's what almost every Vietnamese mom had been doing and believed to be the best way. Huggies decided to go upstream to gain more spotlight in this POME segment. This campaign had an approach with a human touch that challenged back the long-established cultural parenting behaviors, accelerated new diaper usage trend, and boosted the brand's share and sales -- when tackling a critical, skeptical kind of consumers: moms.
CAMPAIGN
Sangobion Bloody Concert
AGENCY
PHD New Zealand
CLIENT
Skinny Mobile NZ
BRAND
Skinny Mobile NZ
DETAILS
Confidential
Partners
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