Huggies teamed up with JWT Entertainment (a unit of JWT London, the agency behind the kid in denim diapers) to create a project dubbed “Huggies Little bundle of laughs” for mothers- and fathers-to-be as well as actual parents  to have fun and a good laugh, while sharing stories about their experience of expecting a baby.

“Our aim now is to seed the filmed content online and encourage mums-to-be and new parents to share it widely, establishing Huggies as a brand that really understands mum’s real world. It celebrates the ups and the downs that come together to make up the wonderful daily journey of parenting,” commented Carrie Stanley, European Marketing Manager, Brand Communications for Personal Care at Kimberly-Clark.

To celebrate the realities of parenthood through humour, The Kimberly-Clark brand launched a dedicated website, featuring exclusive competitions and other updates, and also arranged stand-up show “Huggies Little bundle of laughs” with performances from Ardal O’Hanlon, Kerry Godliman and a heavily pregnant Lucy Porter that took place on 10 August 2010. The list of guests contained the names of celebrities as well as competition winners of a contest, which was held by Huggies across a number of parenting websites. Proceeds of the live event were donated to the baby charity Tommy’s.

Those, who were not present there, can enjoy the great atmosphere of the show by watching 3—5 minute clips with the funniest performances, which will be hosted exclusively on its Huggies Club website every two weeks, from the week commencing 30 August. Each clip will carry a theme such as breastfeeding and contain of material for both mums to be and new mums. The clips will then be distributed online on the brand’s YouTube channel as well as on Facebook and will be supported by online banners.