Last weekend, Huggies, the baby care brand owned by Kimberly-Clark, unveiled a statue of a baby wearing a diaper at Villa-Lobos Park in São Paulo. The statue was on display for around 50,000 visitors who pass through the park on weekends.
The campaign was inspired by traditional fonts of babies peeing, connecting this image to the concept that every baby deserves the protection of Huggies diapers. The initiative was a light and fun way to reinforce the brand’s positioning: “Baby, we’re in this together! More than ever.”
“With the activation, we reinforce that our brand goes far beyond its strong and diverse portfolio, as an irreverent brand and partner of families, making its presence felt in unusual places and doing what it already does very well, protecting babies,” says Ronaldo Art, marketing and sustainability director at Kimberly-Clark in Brazil.
The action had the participation of influencers such as Julio Rocha and Dayellen Pâmela, within the Influencer Marketing strategy led by the PROS agency. The unveiling of the statue, which initially generated mystery on social media, had the participation of profiles such as Memes Brasil, Sapu, and regional influencers such as Chelle Almeida, Rhânia Julia and Kassia Castro.
During the two days of the exhibition, families who visited the park were surprised by the action, which highlighted the protective power of Huggies diapers, maintained as part of the brand’s positioning.
To expand the campaign’s reach on digital platforms, the GUT agency produced a film available on the brand’s website and social media. PROS, responsible for the PR and Influencer Marketing strategy, led the execution of the campaign with the press and influencers.
