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Huggies · Premium Diapers · Retail Partnership · Target
Kimberly-Clark's Huggies brand launched its new premium "Special Delivery" diaper line in partnership with Target, rolling out nationally to select retailers on June 26 and hitting Target on July 21, leveraging a collaborative development process and unique marketing to target Millennial parents.
The "Special Delivery" line is Huggies' softest, made with responsibly sourced, plant-based materials, free of parabens, fragrance, and elemental chlorine, and dermatologically tested and clinically proven hypoallergenic. This product addresses evolving consumer needs for a "trifecta of softness, free-of’s, and trusted protection," according to K-C's Brett Conway.
The partnership with Target was critical due to overlapping consumer segments and Target shoppers' demand for premium, innovative products. Huggies engaged Target earlier in the development process, a departure from past collaborations, allowing for joint input on diaper and packaging designs.
Marketing includes secondary merchandising on endcaps in over 600 Target stores, a Huggies landing page on target.com, banner ads, sponsored social media posts via Roundel, in-store sampling via Advantage, and email marketing by News America Marketing with creative from Geometry. Experiential events in Minneapolis and Edina, MN, feature mobile portrait studios, with selected photos appearing on digital billboards near Target Center and Target Field, as noted by Matthew Hiltner of Geometry.
