The Context
Huggies launched gender specific nappies in 1989 and was synonymous with gender and following a gender specific communications campaign in 2010 the Huggies brand was able to further differentiate from unisex competitors.
A case study with Huggies
Huggies launched gender specific nappies in 1989 and was synonymous with gender and following a gender specific communications campaign in 2010 the Huggies brand was able to further differentiate from unisex competitors.
To leverage and optimise gender specific innovation and communications pathways to help the Huggies brand continue to differentiate and ‘own’ the gender specific point of difference.
Incorporated a hybrid co creation methodology with expert interviews, semiotics workshop and an online “ideation” community that tapped into behavioural economics tools and techniques. This was followed up with a consumer/client co-creation workshop.
Identification of crucial gender specific insights and drivers, shifting focus to functional relatable truths for communications and on-pack messaging.
Development of prototypes which have become winning concepts
Get in touch to find out how Ruby Cha Cha can help your business. Drop us a line at info@rubychacha.com.au or get in touch.
Get in touch
