Kimberly-Clark is to reveal a brand new look for Huggies® with a total redesign of all packaging across the baby care range. The redesign, the first for eight years, was carried out by strategic design agency Anthem Worldwide and sees a substantial investment and commitment from Kimberly-Clark in one of its key brands. The new packaging is due to be rolled out across the UK and its European markets from April 2010 onwards.
Huggies® appointed Anthem Worldwide in February 2009 with a brief to radically overhaul the design and focus on embodying the emotional values of the Huggies® brand. These values are based on a robust and exciting promise of offering real-world solutions to mums who want to make the best of everyday moments with their baby. With this in mind, the key new feature of the packs will be striking baby photography which captures a snapshot of mum’s real world with warmth and gentle humour, showing an image of a baby looking at the viewer as if mum is directly behind the camera.
The new packaging also incorporates an evolution of the Huggies® logo itself, including a child’s hand splat icon intended to enhance the emotional qualities. The Huggies® brand name will take a greater role on the new packaging which promises to stand out in a category which is often visually busy and confusing for consumers. To connect with mum and draw her to the right product for her baby, nappy sizes have been made more prominent on pack, while the engaging photography uses models whose age and stage reflects that of the baby for whom each product has been designed.
Caroline Stanley, Project Lead and European Marketing Manager for Huggies® Brand Communications at Kimberly-Clark comments: “We are thrilled to be launching this visual identity packaging for our Huggiesc brand. In a highly competitive market it is important to have stand out and show that we are engaging with our target audience. The new packaging which Anthem has created for us draws on the emotions of mums and dads by showing them that Huggies® understands and is supporting parents through both the ups and the downs of parenthood. Our extensive research has told us that shoppers find the category garish and confusing, they have responded very well to our fresh, modern look, with substantial increase in purchase intent in many cases.”
Alex Creed, Account Director at Anthem Worldwide, adds: “By giving us the scope to totally revolutionise the Huggies brand, Kimberly-Clark has enabled us to create something truly ownable, contemporary and distinctive in the marketplace which will have a massive impact on-shelf. The gorgeous, distinctive photography and the simplicity of the pack architecture will connect with mum in a way that has just not been done before.”
The iconic pack of the new range, and the first to launch this April, is the Newborn nappies pack, with the same visuals also used on the Pure Wipes packaging. The colour of the pack is intended to reflect the values of nurturing and purity that are associated with a newborn baby and its needs, supporting the product claims of ‘with organic cotton’ and ‘gentle cleaning like cotton wool and water’. The newborn baby featured on-pack is fast asleep and wears a soft coloured hat, making the pack extremely memorable, and very engaging.