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Case Histories
Huggies
Assignment:
Kimberly Clark had developed a new Disposable Diaper with elasticized legs. We were asked to name it and optimize its positioning.
Key Insights/Recommendation/History:
The key insight was that large Toddler Boys and Girls were leaking
through existing disposable diapers and making a mess. The new Kimberly Clark diaper helped stop the leaking problem and this benefit could be related directly to the innovation...elasticized legs.
To communicate that the new diaper had a tight fit that doesn't leak, we created the name Huggies.
The positioning helped build the brand into the #1 diaper today,
with a bigger business than disposable diaper pioneer, Pampers.
The original positioning statement is below. It is so clear, simple and internally consistent, we use it as a model for all new products and new businesses.
