The Challenge:
In Korean diaper market, taped diaper has been dominant whereas diaper pants are loved by only small number of consumers.
The solution (Big Idea):
Educate mothers that Magic Pants is necessary for babies who begin to walk.
¡°When your baby likes to walk, Huggies Magic Pants.¡±
HUGGIES¢ç Magic Pants TVC and Print AD have shown to mothers in Korea the babies who are active and feeling comfortable wearing pants diapers.
[When your baby likes to walk]
The Achievements:- Pants diapers¡¯ market size increased from 4% to 14% of total market in 9 months
- Since Magic pants¡¯ launching campaign:
- 8.6% in TOM, 35.8% in unaided awareness, 94% of aided awareness attained
