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Huggies

Huggies

Company: Kimberly-Clark Corp

Brand Value: $6,614 Million

Headquarters: Irving, TX

Category: Baby care

Year formed: 1968

Huggies is the second-best selling brand of disposable diapers both in the United States and around the world. While it is usually seen as a more affordable diaper, with Pampers as the premium brand, Huggies has tried to close this perception gap by re-launching Snug & Dry Diapers as a superior product. The category as a whole is an innovative one, and Huggies is no exception to that rule. In addition to new products, such as its Huggies Little Snugglers Nano Preemie Diapers for small babies, it has also branched out digitally, with a rewards club that uses consumer data to create educational tips for parents. From an advertising standpoint, Huggies tries to deliver emotional messages, including a Hugs Delivered campaign that provided plane tickets for relatives to meet new additions to their families.

 

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