Huggies Baby Care


How to identify a unique positioning for a line of Huggies toiletries capable of capturing a strong No. 2 position.


Differentiated the product line on the basis of efficacy, moving beyond the category mandatory of “gentle.” Efficacy claims were tied to the formula.

CenterBrain Positioning Breakthrough:

Go beyond gentle, to clean, replenish, and protect ((advanced care).


  • Positioning achieves 62 percent positive purchase intent.
  • 78 percent played back the main idea and found it a benefit over what they had been currently using.
  • Nearly a 3:1 won over previous efforts (spanning two years).
  • Product line launched in 2005 and expanded in 2006.

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