Huggies campaign announces product downsizing due to ‘manufacturing pressures’
Kimberly-Clark Australia is informing mums that boxes of its Huggies Nappies are to shrink in size due to pressures on its Australian manufacturing operation.
Joanna McCarthy, corporate communications manager for Kimberly-Clark Australia, told Mumbrella: “We wanted to be upfront with mums. We didn’t want to pull the wool over their eyes. We haven’t put up the prices of Huggies for six years, but we just couldn’t continue to absorb the pressures of a tough manufacturing environment.”
The copy for the campaign, which is in the form of a letter, was written by Kimberly-Clark’s marketing, corporate communications and legal teams. Ad agency Ogilvy added the Huggies branding.
The campaign broke in the national press today.
Dads buy nappies too Joanna!
Not sure if I like the typography and the logo should be bigger…
“…Ad agency Ogilvy added the Huggies branding…” Classic!
In a world of immense cost pressure – and about to buffeted by carbon tax (onshore paper manufacturing will take a huge hit due to both manufacture and transport costs of bulk items) – the campaign is sensible, intelligent, timely and completely devoid of spin.
“we just couldn’t continue to absorb…”
hehe!
It’s the retailers who have prevented the costs rising as they know deeply discounted nappies will drive shoppers in store. I’ve been told that until very recently Huggies nappies have been the most expensive in the world – thanks to lack of a quality competitor. We can thank Aldi here too. My guess is there’s a very, very healthy margin being banked.
More generic nappies will be sold now, their quality is not that bad either
Seems very fair and well done.
Paul the freelance writer: you seem to know more than usual about paper companies’ manufacturing cost of goods. How so ? Also interested and very complimentary. Is this part of your freelance gig ? Well done if so.