2015 Winners & Shortlists

HUGGIES FOR MOMS

BrandKIMBERLY CLARK
Product/ServiceDIAPERS
EntrantMEMAC OGILVY & MATHER LEBANON Beirut, LEBANON
CategoryBrand voice (incl. strategic storytelling)
Entrant Company MEMAC OGILVY & MATHER LEBANON Beirut, LEBANON
Advertising Agency MEMAC OGILVY & MATHER LEBANON Beirut, LEBANON
Advertising Agency 2 GEOMETRY GLOBAL BEIRUT Beirut, LEBANON
Media Agency MINDSHARE LEBANON Beirut, LEBANON

The Situation

Lebanon was a country where the spending per household was very high, and new parents-to-be were faced with a low of expenditure with the coming baby, in addition to the fact that the only support for first time moms specially is very is either through their doctors or their mothers/mothers in law, no brand really stood by their consumers, so Huggies who wanted to initiate and maintain communication and engagement with 1st time moms realised that this the adequate opportunity to push the messages and statements from the brand as well as change perception and behaviour through these sessions.

The Strategy

The plan was integrated from in-store to the different stakeholders who will act and influence the behaviour in order to impact sales at the end. We started by launching the Size 0 on shelf, we also ran programs at the gynaecologists and at the pharmacies, and launched our PR FREE sessions for first time pregnant moms: all with topics that are important, such as birth preparation sessions, breast-feeding essentials, Super Fit Super Mom, New Born care etc... The sessions are still going on, with different subjects along the way. These Moms to be, attended FREE sessions that were conducted by specialised highly trained midwives covering topics such as breathing & exercising techniques, Natural birth vs. caesarean section, Water breaking: Do’s & Don’ts & Many other delivery topics etc! The sessions were highly appreciated, and we had to extend additional couple of sessions to accommodate for the high demand.

Credits

Name Company Role
Moe Minkara Memac Ogilvy/Mather Lebanon Executive Creative Director
May Fawwaz Geometry Global Beirut Associate Creative Director
Ramzi Ibrahim Geometry Global Beirut Senior Art Director
Rawane Khalil Geometry Global Beirut Graphic Designer
Malek Badreddine Memac Ogilvy/Mather Lebanon Jn. English Copywriter
Rima Rizkallah Geometry Global Beirut Business Director
Carole Daye Memac Ogilvy/Mather Lebanon Account Director
Sanaa Khouri Memac Ogilvy/Mather Lebanon Account Executive
Cynthia Khouri Memac Ogilvy/Mather Lebanon Sn. Account Executive