Results and Effectiveness

The campaign started in January 2009 led parents feel favorable with both brands and increased sales of Huggies diapers. As a result, Huggies saw 20 percent sales increase over the same period last year and Huggies and Tesco got more favorable brand image.

Creative Execution

1.Make the specially-designed baby book. The button on the diary features diapers so that parents feel like fastening diapers. Inner pages are favorably designed not only to write easily for parents but to check baby's weight, height, health conditions. 2. Have a sales promotion campaign 'Love your Baby' in cooperation with Tesco. At TESCO, we hold a sales promotion campaign 'Love your baby' cooperated with Huggies. When customers purchase the Huggies diaper at Tesco, they also can get our specially-designed baby book. This baby book will give Huggies and Tesco not only sales increase but also more favorable image.

Insights, Strategy and the Idea

A Baby book is generally acknowledged around the world. However, especially in Korea, specially-designed baby books are not enough though demand of baby book surpluses supply. We want to get their attention with well-designed baby books. Well-designed baby book as a gift positively affect to Huggies because it shows their love and interest to customers’babies.