The Brief

While Huggies are the best fitting, most comfortable, and most absorbent diapers available, parents still stress over when their kids' Huggies should be changed. With an open brief to come up with innovative solutions for busy parents, the client always has the objective of providing ways to both please the consumer and give them the impression of Huggie's innovative positioning.

Describe how the promotion developed from concept to implementation

The Huggies Nappy Notifier is a simple moisture detector within the diaper, that instantly notifies parents’ mobile phones via Bluetooth when the diaper is wet and needs changing. The outcome: a more comfortable baby and a less stressed parent, who can put their energy into enjoying parenthood rather than guessing the cause of their baby’s cry. In addition, when connected to Kimberly Clark's data collecting site, registered users can automatically be informed when it is time to re-order more Huggies; users receive a purchase notice after a selected number of diaper changes, saving them the hassle of ever running out.

Describe the success of the promotion with both client and consumer including some quantifiable results

Less anxious parents and more comfortable babies are the most immediate result. In current test markets, the Huggies Nappy Notifier shows a 78% satisfaction level among parents, not only paving the way for wider distribution, but also arguing that that all diapers in the future might just include this technological advance.

Explain why the method of promotion was most relevant to the product or service

This creative idea takes into considering the realities of Huggies' customers' lifestyles. Parents are busy enough. And the cries of babies are often very difficult to read. The Nappy Notifier gives parents a simple and care-free way of knowing when the Huggies diaper should be changed—giving the child more comfort, and giving parents less stress, more enjoyable time with their baby, and with the automatic re-ordering function, a shelf of diapers that never runs out.