Q] What was the idea behind Huggies Complete Comfort ‘We Got You Baby’ campaign?
As the brand continues to evolve, we speak with consumers, and one important topic that crops up during such conversations is – ‘how can a mother keep her baby most comfortable’? We realised that moms are seeking multiple benefits to make their babies comfortable. Our re-launch focuses on the proposition of 5-in-1 comfort which includes several key attributes like softness, absorptions, among others. Huggies is offering a solution – Huggies Complete Comfort, which will enable mothers to keep their babies comfortable. So that was the idea. We have also adopted a new Wordmark Logo.
So now we have a new packaging, a new proposition of complete comfort, and new communication. We are very excited about what we’ve introduced in the market for consumers.
Q] What was the media mix for the campaign?
The most important aspect that we look at while deciding our media mix is ‘where the consumer is placed today’. We have a multi-channel, multi-platform media mix. We are present across different touch points, whether it is Digital, Social, or Television. We also have a personalisation strategy with content. So, for a campaign like this, which is a re-launch of the brand, it’s important to achieve multiple objectives. Our objective is to create heightened awareness, as we want to make sure that people are aware of the new proposition. I don’t see it as TV versus Digital versus Print. It is a media objective that I may have in terms of reach, frequency, and impact. We make a choice on what media vehicle will help us achieve that objective. The budget allocation would be 60% TV and 40% digital, or vice versa.
Q] Looking at the current market sentiments, have you changed your marketing strategies for Kimberly Clark?
We are constantly evolving our marketing strategies every month and a quarter, while keeping consumer sentiments in mind. The biggest changes that the world has seen over the last three years is due to COVID, and its implications in terms of content and media consumption, purchase behaviour, etc. Now post-COVID, we see that these patterns are changing once again, and we are also trying to be in sync with the present media consumption trends and shopping behaviour.
Q] During the pandemic we saw e-commerce sales going up. How much sales do Kimberly Clark products register on offline and online platforms?
COVID accelerated the growth of e-commerce as a channel, and there is some sense of balance that we are all witnessing today. But in a country like India, e-commerce and traditional trade will both continue to be equally important. Each has a distinct role to play, which is why both strategies are important for us. We continue to focus on e-commerce as well as traditional trade by working with multiple partners and building our distribution strength.