Huggies: The world's first baby marathon

Huggies, a diaper and baby wipes brand, increased sales in South Africa by launching a distance tracking device for babies who participated in an online marathon to prove Huggies diapers are the best for moving babies.

Campaign details

Brand: HuggiesAgency: Ogilvy Country: South Africa

Objectives

The Huggies® brand team set tough objectives for the agency in a bid to try and break the hold that Pampers has on the diaper category as a whole, and in the moving baby segment specifically:

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