hoUSEhoLD SUppLIES & SERvIcES
SILvER

huggies

kIMbERLY-cLARk Keegan Coulter Amanda Boyle Stuart Schneider

JWt Karyn Rockwell Lauren Turner Richie Glickman Aissatou Balde Libby Schaub Jean Dabrowski

EDELMAn pR MInDShARE MEDIA

JWt ActIon

Brand Mgr. Integrated Specialist Sr. Brand Mgr.

Global Bus. Dir.
Global Planning Dir.
Exec. Creative Dir.
Acct. Dir.
Planner
Dir. of Operations
Dir. of Invention

thE hUGGIES JEAn DIApER: FULL oF chIc

It's hard for a diaper brand to get the attention of Moms with older babies. They’ve found a diaper that works and they’re not looking back. When Huggies Little Movers wanted Moms to trade up from Huggies’ lower-priced offering and switch from competitive brands, we knew we needed to shake things up. So we used the limited-time Huggies Little Movers Jeans Diaper to change the conversation from function to fashion. We blasted business goals, inspiring a moment in pop culture and gaining a 2.5% share in just six weeks.