LONDON (AdAge.com) -- Kimberly-Clark's Huggies is taking on Procter & Gamble's Pampers in the U.K. with an online branded-content initiative that uses well-known comedians to focus on the funny side of parenting.
The U.K. diaper market is dominated by Pampers and private-label products, prompting Huggies to look for a different way of communicating with consumers.
Guy Hayward, CEO of JWT London, said, "The original request was for a print ad, but we had a desire to zig while Pampers zags. Huggies is all about celebrating the chaos of parenting, and the joy and laughter it brings, whereas Pampers is more about an image of perfect parenting."
This is the first project for JWT Entertainment, set up earlier this year with production companies including Endemol and Tiger Aspect. Through these contacts, JWT was able to access well-known as well as up-and-coming comedians. In August, the acts performed in central London in front of an audience of competition winners, who were joined by a clutch of celebrity mothers to help generate PR for the event.
Clips from the two gigs -- a matinee and an evening performance -- are being shown on a Huggies microsite over the next four to six months, with footage released gradually every two weeks to maintain interest in the site. One of the performers is billed on the site as a "very pregnant Lucy Porter."
The clips -- each covering a theme, such as breastfeeding, and containing material for expectant and new mothers -- will also be distributed on Huggies' YouTube channel and on Facebook, with additional promotion via banner ads.
"We were looking at how to use our money in the most cost-effective way," Mr. Hayward said. "Most of the investment has been in the talent and the content. The aim is to drive people to huggiesclub.co.uk."
Carrie Stanley, European marketing manager-brand communications for personal care at Kimberly-Clark, said in a statement, "Huggies wants to celebrate the real world of pregnancy and parenting. The live show itself was a great success with very positive feedback from the audience. Our aim now is to seed the filmed content online and encourage mums-to-be and new parents to share it widely, establishing Huggies as a brand that really understands mum's real world."