Multinational > Huggies

March 4, 2010
/ Print / Reprints /
ShareMore
/ Text Size+


Kimberly-Clark redesigned its Huggies brand packaging in order to focus more on the emotional values of their target consumers: mothers. The simplistic packaging now features engaging photos of babies meant to capture a snapshot of a mother’s world. The Huggies logo was also updated with a child’s hand splat icon to enhance the emotional qualities of the packaging. To make the products easier to shop, diaper sizes appear more prominent, and the children shown on-pack are at the same age and stage of the baby for whom each product was designed. “Our extensive research has told us that shoppers find the category garish and confusing,” says Caroline Stanley, project lead and european marketing manager for Huggies brand communications at Kimberly-Clark. “They have responded very well to our fresh, modern look, with substantial increase in purchase intent in many cases.”

LAUNCH DATE
April 2010

PACKAGE DESIGN
Anthem Worldwide, www.anthemww.com

Did you enjoy this article? Click here to subscribe to BRAND PACKAGING Magazine. 

You must login or register in order to post a comment.

Multimedia

Videos

Image Galleries

10th Annual Packaging That Sells Conference, Chicago, October 2012

Posted Date: October 29, 2013

BRANDPACKAGING’s packaging conference returned for a tenth year with a focus on a single message: Make It Matter.

Brand Packaging Magazine

bp august 2014

August 2014

 The August 2014 issue features the latest on Private Label Packaging.  You can also read the issue at the Digital Editions.

Table Of Contents Subscribe

THE BRAND PACKAGING STORE

BP_DG_2013Cover.gif
Design Gallery Volume 11

Design Gallery Volume 11 is not just a study in good design. It’s a look at how packaging can successfully demonstrate structural and graphic innovation, make strong shelf impact, meet consumer, shopper and retailer needs and support and convey the brand story

More Products

SDG

STAY CONNECTED

facebook_40.png twitter_40px.png  youtube_40px.pnglinkedin_40px.pnggoogle plus