Case History Database

This is a paper about the great responsibility of category leadership. And how Huggies took responsibility for a negative societal issue it had contributed towards. By leveraging the brand’s authority in parenting, Huggies took aim at the issue of parent-shaming and the pressure of constant judgment in society by reminding people that there’s no shame in being a parent. This positive marketing approach kickstarted a national conversation, which then delivered three consecutive quarters of sales growth and a jump in incremental retail sales - effectively putting an end to Huggies long-term sales decline.

Jenny Mak	Group Creative Director
Luke Hawkins	Creative Director
Ben Smith	Creative Director
Nathan Qualiey	General Manager
Jennifer Gledhill	Group Account Director
Taylor Feely	Account Director
Jason Westerman	Author/Strategy Director
James Curtis	Associate Director	Ogilvy PR Australia
Madeline Hanley	Publicity Director	Ogilvy PR Australia
Rahul Asthana	Regional Marketing Director	Kimberly-Clark Australia, Huggies
Lauren Crawley	Baby & Child Care Sector Lead	Kimberly-Clark Australia, Huggies
Phillipa Gagg	Senior Brand Manager	Kimberly-Clark Australia, Huggies
Fiona Kelly	Senior Brand Manager	Kimberly-Clark Australia, Huggies
Bianca Edmunds	Brand Communications Manager	Kimberly-Clark Australia, Huggies