Kimberly-Clark is to plough a £10m new year relaunch spend behind its Huggies Beginnings and Freedom nappy ranges - the brand’s biggest marketing budget yet.

The company is staying tight-lipped about exact details of the revamp but is promising “significant changes and a range of premium features”, including alterations to the products’ waistbands, a narrower fitting crotch and a more flexible nappy.

A European roll-out will follow the UK relaunch, which, according to the company, will herald a series of initiatives.

Iain Hamilton, European marketing director for Huggies, said the company’s tests showed consumers preferred the new product, particularly in the area of fit, which is a priority for
parents. “Fit to stop leaks is ranked as the number one benefit in terms of need and purchase intent by mums,” he said.

“We know from our consumer insights that what mums increasingly want is a nappy offering superior fit combined with leakage protection, but not necessarily at premium prices.”

Support will take the form of TV ads and point of sale activity throughout the year, with the bulk of the spend concentrated around the launch.
Mary Carmichael