Kimberly-Clark Australia has launched a new joint campaign for its Huggies Nappies and Huggies Baby Wipes dubbed ‘Best Seat in the House.’ 

Developed by Ogilvy & Mather Sydney in conjunction with media agency Mindshare, the campaign targets mums trying to strengthen their loyalty to the brand and reach them in an emotional way.

A 30-second TV ad called ‘Best Seat in the House’ highlights Huggies product saying that among lots of many places a baby sits in throughout day, their nappy is only one seat they always stay in and, of course, Huggies Huggies Nappies in combination with Huggies Baby Wipes is the best choice. There is also a 15-second TV ad, says Campaign Brief.

Alison Holland, general manager, Baby & Child Care commented: «The ‘Best Seat in the House’ campaign is about reminding mums of the importance of quality and communicating that Huggies Nappies and Huggies Baby Wipes are the best choice because they provide the highest level of comfort and protection for their baby.»

Print ads in New Idea and Woman’s Day and key parenting magazines in-store communications and appearance in popular Australian digital media for parents and will support the TV campaign.

The rival P&G‘s Pampers brand has recently partnered with musician Jennifer Hudson to celebrate parents love to their babies and record a lullaby for a free download.