Tasked by Kimberly-Clark, the 34Woman team had to develop a national campaign that strengthens moms' emotional connection with the brand while elevating the perception of Huggies® Gold as a superior diaper in the baby category even further. According to Huggies® Gold Senior Brand Manager, Pumza Mthethwa, the campaign also "needed to demonstrate Huggies® Gold's new unique shape that fits your baby's body as comfortably as clothing should".
The result? An invitation for moms and babies to stand a chance to win their share of R1 million in clothing vouchers! Using the unique code found on every promotional pack of Huggies® Gold, consumers could instantly find out whether they are a winner via SMS.
A variety of activities in relevant channels has driven and will continue to drive the promotion, including in-store and mall activations, point-of-sale, innovative product displays, on-pack stickers and an online presence. Judy During, Managing Director of 34Woman, adds: "We set up mall activation play areas across the country where moms and their little ones could play in various activity areas and experience the new comfy fit of Huggies® Gold diapers themselves."
The WIN A SHARE OF R1 MILLION IN CLOTHING VOUCHERS FOR MOM AND BABY campaign began on 1 September 2011 and will close on 15 December 2011.