Melissa Crucillo, Ogilvy & Mather's regional business director on Kimberly-Clark, said the aim was to make the brand more accessible to a wider audience. For the first time, the brand carries a price value message in a spot, where a father instead of a mother is the main character.
"All these reasons warranted a different approach," Crucillo said. Set in a lower middle class neighborhood, the commercial shows a father being awakened by the cries of a neighbour's baby. He throws his neighbour a box of Huggies. The spot ends with the father going back to sleep. The price for a diaper is highlighted. According to Rico Santos, business unit director, baby and child care division of Kimberly-Clark, sales have rebounded in recent months, inching closer to those of the top two brands, Pampers and EQ, a local brand. "We want to take advantage of this momentum," he said. "We've got our products at the right price points and it's critical for consumers to appreciate this in order to strengthen our market standing."
The diaper market is estimated at 7 billion pesos (US$125 million), with over a dozen brands competing.
