Huggies looks to engage with branded content

Huggies is to launch a branded content initiative drawing on bespoke stand-up comedy material.

Ardal O'Hanlon
Ardal O’Hanlon

A recent live comedy event under the The Huggies Little Bundle of Laughs banner and featuring comedians Ardal O’Hanlon (pictured), Kerry Godliman and Lucy Porter, has been filmed. Exclusive content from the event will be used on the Huggies Club website every two weeks, beginning on 30 August.

Each 3-5 minute clip will carry a theme such as breastfeeding and contain comic material for both mums to be and new mums.

The concept is based on the insight that laughter relieves the stresses of parenting. The initiative is the first devised by JWT Entertainment, the content production unit set up by JWT London earlier this year, and the implementation is being handled entirely by the agency.

Carrie Stanley, European marketing manager, brand communications for personal care at brand-owner Kimberly-Clark, says: “Huggies wants to celebrate the real world of pregnancy and parenting, and working with JWT Entertainment and the three excellent comedians to develop exclusive comedy material all about these realities has been a fantastic experience.

She adds: “Our aim now is to seed the filmed content online and encourage mums-to-be and new parents to share it widely, establishing Huggies as a brand that really understands mum’s real world. It celebrates the ups and the downs that come together to make up the wonderful daily journey of parenting.”

The audience at the show included celebrity mothers such as Radio 1 DJ Edith Bowman, ex-Steps singer Lisa Scott-Lee and football WAG Danielle Lloyd. It was also made up of competition winners following a contest across a number of parenting websites. Proceeds of the live event were donated to the baby charity Tommy’s.

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