March 22, 2023


Business&Finance Specialists

The Drum | Kimberly Clark Overhauls Huggies Model In India As It Seeks Market Leadership

4 min read

Kimberly Clark has overhauled the Huggies brand in India as it seeks to return to the number a single current market situation. The Drum spoke to Kimberly-Clark India advertising and marketing director, Saakshi Verma Menon about how the model is evolving.

The Indian little one care current market is going through a rapid period of time of alter and growth. With around 25 million infants born every single 12 months in India, it signifies large possibilities for brands.

The developing center-class inhabitants with its large getting energy, blended with the advancement of innovative new hygiene products and solutions, has aided propel the category.

Not way too lengthy ago, Indian moms and dads experienced constrained possibilities when it came to picking out diapers for their infants. Not only had been there restricted choices, but the market was also substantially smaller sized.

The proliferation of e-commerce platforms has, nonetheless, manufactured it easier for buyers to access a broader array of solutions and models, and an rising quantity of people are picking out to obtain diapers on the net. In truth, just one in every single 4 rupees invested on diapers in India is on the web, in accordance to Nielsen.

All of this is fantastic information for the toddler treatment current market. And more and extra brand names have flooded in to help satisfy Indian parents’ increasing newborn needs. From big intercontinental models these as Huggies and Pampers, to MamyPoko, Himalaya and several more compact players in the class, the industry is now believed to be worthy of $8bn.

Huggies was an early mover in the market, initial launching in India in the 1990s and it has savored the reward of remaining a recognised and respected intercontinental model.

On the other hand, inspite of at the time major the class, new years have noticed it relegated to a challenger manufacturer situation. This is a thing that Saakshi Verma Menon, the promoting director of Kimberly-Clark India is hoping to change.

Huggies’ changing gameplan

To rebuild its category-defining status, Huggies has embarked on a rebranding journey which includes involves a new proposition as perfectly as unveiling refreshed packaging to reflect what the purchaser of nowadays desires, Menon tells The Drum.

In a bid to greater have an understanding of what the new-age mom wants for her baby, the brand name undertook an intense consumer immersion review. “We arrived at the brand’s revised positioning on a few pillars: solution presenting and the core proposition, brand name identification and the interaction tonality,” suggests Menon.

The problem was to merge these a few pillars into just one seamless positioning, which Menon suggests was the driving force guiding the brand relaunch, which features a new id, visible language and packaging layout throughout the total Huggies solution array.

Central to the redesign and relaunch was the introduction of the positioning, ‘Huggies Full Comfort’, a 5-in-1 convenience proposition featuring Indian consumers many gains in just one product or service.

The creative endeavor for the challenger model

Menon states the core strategic focus for the manufacturer is to create greater recognition. “Huggies is a brand that is quite substantial on recognition, but the key problem is to travel the thing to consider.” Menon states as a substitute of incremental alter, the brand name desired to break the clutter and stand out in the aggressive market.

The resourceful companions Ogilvy India were being tasked to craft a interaction system that would disrupt the market, for the challenger brand name – Huggies. Adds Sukesh Nayak, chief inventive officer, Ogilvy India, “Our job was to make the mothers fully grasp that a fantastic diaper is the a person that gives finish ease and comfort and not incomplete comfort and ease.”

The company set up the ‘We bought you, baby’ marketing campaign, which delivers the concept of consolation to lifestyle, as a result of Huggies key viewers – the babies. The advertisement exhibits the user’s distress with the diaper makes and then shows how Huggies comes to their rescue.

The digital-initial marketing campaign, which aims to be hyper-personalised and contextualised is jogging across the platforms wherever parents commit the most time.

“As a challenger brand name in India it is vital for us to crack litter and stand out,” states Menon. The advertisement is an “pleasing and distinct way of landing the crucial information which is positive to cement our position in the hearts of our individuals”.

Manufacturer campaign

Twist in the tale: casting genuine young ones

To choice to use toddlers as the voice of the brand was deployed in a bid to break the clutter and crank out better awareness of Huggies’ new positioning.

Claims Nayak: “Toddlers are revealed going on a boycott protest versus incomplete diapers that do not have whole ease and comfort – with the concept of obtaining the interest of the dad and mom”.

About working with the children and the experience, Nayak suggests, it was a delight to perform with so a lot of of them. “Operating with toddlers is often enjoyment and comes with its possess established of discoveries. While some toddlers are just born actors, quite a few just make every person hold out and wait for them to be genuinely relaxed 1st”, he provides. After all, infants instruct people today to be super patient as very well.