Huggies Offers “12 Hour Protection” To Save Its Butt
Huggies is offering “12 Hour Protection” in a campaign to save its butt at parent company Kimberly-Clark, and offer value to baby butts everywhere.
The personal care brand will re-launch Huggies Snug & Dry, its least expensive line of caca catchers. Kimberly-Clark is arguing that with the Snug & Dry line, parents will see improved absorbency, which means more diaper dung for your dollar.
“We’re focusing on what more value-minded moms want from diapers, which is really the best protection at the best value,” says Giusy Buonfantino, president of North America Baby & Child Care at K-C.”So you’ll see a lot more clarity on the products, on the packaging, on claims.”
Amazon.com is selling the Snug & Dry at under 21 cents per diaper. That’s if you want to be really grown up and order a 192-count Size 4 pack using the “Subscribe & Save” discount.
The Snug & Dry relaunch makes way for an “Ultra” product. This dapper diaper comes with a “unique quilted liner” for extra poop protection.
Ultra is still priced for ultra value coming in (or out) at 22 cents per diaper. If it lives up to its hype of lasting 12 hours, Ultra diapers will cost less than 2 cents per hour. Nothing quite like dollarizing a wage for your baby’s backside buddy.
An interesting part of this whole diaper discussion is the tie-in with e-commerce and the mobile web. Not only is the digital space growing like crazy, but it’s also allowing brands like Huggies to advertise online. And with millennial parents already doing a chunk of their shopping online, diapers have gone digital.
The Chairman-CEO of Kimberly Cline, Tom Falk, spoke on the company’s recent earnings call saying that the relaunched Snug & Dry lineup will hit the stores by the end of April. He also mentioned that new advertising will crawl alongside the relaunch.
Falk said he doesn’t believe that lower gas prices will free up diaper dollars. Okay, he just used gas and diapers in the same sentence.
Time will tell if this campaign doesn’t stink.
–Howard Davidson Arlington MA