Huggies Promo NEW MOMMY by Grupo Basicos

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Industry Baby Hygiene
Media Promo & PR
Market Argentina
Agency Grupo Basicos
Creative Director Mariana Obon
Released May 2010

Credits & Description

Category: Best New Product Launch/Re-Launch or Multi-Product Promotion at Retail
Product/Service: DIAPERS
Date of First Appearance: May 10 2010
Entrant Company: GRUPO BASICOS, Buenos Aires, ARGENTINA
Trade Marketing Director: Federicio Callelo (KCC Argentina)
Visibility Director: Nicolas Lopez Cano (KCC Argentina)
President: Federico Smith (Grupo Basicos)
General Account Director: Ariel Fernandez (Grupo Basicos)
Account Executive: Romina Altamiranda (Grupo Basicos)
Creative Director: Mariana Obon (Grupo Basicos)

Describe the objective of the promotion.
The greatest achievement for this activation was to create and own the new subcategory "FUTURA MAMA".
This is very beneficial for Huggies because it captures moms at the beginning to know and buy diapers, creating a bond with the brand.

Describe how the promotion developed from concept to implementation.
It seeks to recreate all the journeys moms do at the supermarket, from the parking lot to checkout by creating a clear identification with this new space and with this new situation.
The checkout ambient has priority for pregnant women. It gives a multi-concept product space without having to go to the shelves, also generating impulse purchases of products related to the category.

Explain why the method of promotion was most relevant to the product or service.
It works for the benefit of the consumers because one area includes everything moms buy for babies. Today moms have all the products in one place, whereas before they have to find different sectors of the supermarket (textiles, milk, etc.).

Describe the success of the promotion with both client and consumer including some quantifiable results.
This space works for the retailer's benefit by bundling different products that are hard to display because of forms or sizes (bibs, wipes, pacifiers, etc.) in one space called "FUTURA MAMA", also working in association with other brands like "SANCOR BEBE" (baby milk brand) for the retailer's benefit.