Huggies plots new look

Kimberly-Clark is set to overhaul its Huggies nappy brand with a redesign of the packaging across its entire baby care range.

Huggies

The redesign, developed by Anthem Worldwide, is the brand’s first in eight years and will roll out in the UK and Europe from April.

The new packaging will feature baby photography using children whose age reflects that of the baby each product is designed for to enhance the connection with parents and the brand.

The Huggies logo has been refreshed with the inclusion of a child’s hand print icon intended to “enhance the emotional qualities” of the brand and will feature more prominently on the packaging.

Kimberly-Clark says the new look will help the brand stand out “in a category which is often visually busy and confusing for consumers”.

In January, the brand launched a discovery-themed press and online campaign to promote its Super-Dry nappies range.

Latest from Marketing Week

NOT REGISTERED? IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now

THE BEST CONTENT

Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here