Huggies Print DADDY TEST by Ogilvy & Mather New York

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Industry Baby Hygiene
Media Print, Magazine & Newspaper
Market United States
Agency Ogilvy & Mather New York
Director Zach Merck
Executive Creative Director Alison Gragnano
Producer Michael Manacop
Account Supervisor Annie Gray
Released February 2012

Credits & Description

Category: Best Use of Experiential Marketing in a Promotional Campaign
Product/Service: HUGGIES
Chief Creative Officer: Joe Sciarrotta
Executive Creative Director: Alison Gragnano
Group Creative Directors: Chris Turner/Dave Metcalf
Copywriters: Dave Metcalf/Andrew Gall
Art Directors: Chris Turner/Vince Soliven/Pat Seidel
Agency Producer: Mike Diedrich
Account Director: Angela Johnson/Becky Getz
Account Supervisor: Annie Gray
Planner: Jesse Bayer
Director: Zach Merck
2nd Unit Director: Jon Morris
Director of Photography: Jesse Green
Baby Wranglers: Michele Avantario/Bethany Pettigrew/Rosa Pegoraro
Producer: Michael Manacop
Executive Producer: Frank Scherma
Production Company: Radical Media
Editors: Deb Schimmel/Mike Berg
Editing Company: Optimus
Sound Mixing: Joel Anderson
Music: Pulse
Media placement: TV Campaign - TV - February 2 2012

Describe the objective of the promotion.
For years, diaper companies have conducted the same test – a side-by-side 'blue liquid' demonstration. The problem is, blue liquid isn’t real. Yellow liquid is. And Mums were tuning out. Huggies needed a fresh diaper test. A way to prove their products could handle any of the messes and stresses that real life dished out. Our solution? Put Huggies to the toughest real-life diaper test imaginable… Dads. Alone with their babies. In one house. For 5 days.

Describe how the promotion developed from concept to implementation.
Our Dad Test began in a 'Huggies House' where we invited real Dads to stay alone with their babies – with no Mums allowed. Each day, we filmed Dads and babies putting Huggies through a series of diaper challenges and featured the results online and on national TV. But our experiment didn’t stop with the test we conducted. Through social media, we asked Mums everywhere to 'Nominate a Dad' to put Huggies to their own Dad Test. And to help get them started, we sent them a fully stocked Daddy Diaper Bag.

Explain why the method of promotion was most relevant to the product or service.
Mums judge how well a diaper performs by the only test that matters – real life. And Dads are the ultimate real life diapering torture test. Dads are forgetful. Dads get distracted. Dads like to get through stinky changes as quickly as possible. And Dads put diapers on backwards. By proving Huggies can pass the Dad Test, we’re proving to Mums that Huggies can handle anything.

Describe the success of the promotion with both client and consumer including some quantifiable results.
In the first few weeks, our Dad Test generated nearly 200m free media impressions, 100,000 new Facebook fans, and over 30,000 Dad nominations online. More importantly, for the first time in years, Huggies diapers have gained market share despite a declining birth rate, while their leading competitor began trending down. All brand indicators show the Huggies Dad Test is testing positive.