TV ad / Print ad - Portraying two new moms at the park with their babies

The moms are friends but their babies are not. During the playdate, the moms will notice the babies aren’t playing together. One baby is happy ( wearing Huggies ) whereas the other baby ( wearing X brand ) is not. One of the moms wonders if her baby needs a diaper change and looks through her bag but she doesnt find any diapers. She asks the other mom for a clean diaper and she hands her a huggies diaper. The mom changes her baby’s diaper into the Huggies diaper and as soon as she puts the baby with the other baby they start communicating.

 

Slogans

 

Purpose - Selling diapers and celebrating friendship day.

Campaign (Video and Print) - Baby meets puppy for the first time. A dog is a man’s best friend but is also a baby’s first friend. In celebration of friendship day, Huggies will show the heart touching experience of a baby meeting a puppy for the first time.

Everyone thinks babies are cute, most people think puppies are cute so seeing them interact together for the first time will definitely be cute.

 

Facebook Interaction - New mothers can engage by posting pictures of their babies with their first friend whether its a puppy, kitten or stuffed animal.

The winning picture will also get a prize.

Campaign Idea - Prior to Friendship day, Huggies will launch a sort of survey on their

facebook page, twitter asking new mothers who is their baby’s first friend. That collective data will be transformed into a series of ads celebrating every friendship based on the mothers answers. Since the mothers will have different answers, it would be nice to see the different kinds of friendships.

As a plus, answering the survey will give the mothers a chance to enter a draw.

First prize will be a month supply of Huggies and a free Pampering day for the mother as a thank you for being the true baby’s first friend.

Second prize - ten free huggies packs and a mother’s appreciation medal

Third prize - five free huggies packs