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.”

April 2010

Anthem Worldwide,