Huggies needed a hook to generate interest in its latest range of denim nappies. Deciding to play upon denim’s association with rebellion and fashion, Huggies set about generating word-of-mouth by celebrity endorsement and an experiential event.
Its target was fashionable young mums who cared about their babies looking stylish. These mums were likely to spend the day out shopping in high-end boutiques for themselves and their kids.
To capture its target market, Huggies created a pop up unit on the highly fashionable Westbourne Grove in London. The vacant warehouse was transformed into a Huggies Concept Store, with a catwalk set up in the middle. Rugby player, Austin Healy and his two young twins, as well as ‘real’ mums that had won an online competition, graced a catwalk throughout the day. Live bands played rock and roll and Huggies were displayed as though the store was a high-end fashion retailer.
Initially planned as a one-day event, the Huggies Concept Store remained open for four days. Over 1,500 mums visited the store throughout that period generating significant word-of-mouth for the brand.