No Baby Unhugged Kimberly-Clark

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Overview

For years, advertising about diapers focused on how much blue liquid they could hold. This campaign changed the game.

Skin-to-skin hugs have scientifically proven to be beneficial for babies.

This campaign would change the way diapers were marketed in Canada by launching a volunteer program that helps every newborn get the hugs they needs, in Canada and in 28 more countries. This campaign increased the sales of diapers for newborns by 30% and gave national awareness to the power of hugs.

Capability

  • Advertising
    Brand Strategy

Team

  • Toronto
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