The Challenge

Not all diapers are created equal. To demonstrate Huggies' unbeatable leakage protection, Kimberly-Clark knew it had to craft a powerful message targeting millennial moms where they spend a lot of their time: on the Internet. But it was difficult to convey that their diapers really hold more "stuff" than the other brands.



The Plan

The company tapped ad agency JWT, New York, to create a TV and online spot depicting the power of the diaper. The ad, titled "Geyser," shows a father changing his son's diaper at a party. Photo frames, pillows and even dear old dad become soaking wet as soon as the diaper is off. The scenario repeats until the father is finally able to secure the diaper. "Huggies. Nothing stops leaks better," the final screen reads. Stu Schneider, marketing director for the Huggies brand, said the execution was a deliberate departure from the happy imagery associated with traditional diaper advertising. "We knew that in order to engage mom, we had to talk to her in terms of the real world, not from one of tightly folded corners and neatly folded diapers," he said. "Anyone who has had a little boy can relate to 'Geyser.'"



The Results

"Geyser" has received about 1.3 million online clicks to date, which includes such sites as YouTube, Spike and Meetup.com. The success of the initial ad prompted JWT to create a "mockumentary" version, dubbed "Inside the Diaper." The 2:25 segment is a spin-off developed from B-roll footage taken during the "Geyser" shoot. "We had the foresight of knowing the story we created was an interesting one," said JWT creative director Richie Glickman. As of press time, the "Inside the Diaper" mockumentary generated about a thousand views on YouTube less, than a week after its initial posting.