Huggies and Ogilvy MY highlight the reality of parenthood in heartwarming new campaign

Huggies has launched a new initiative aimed at providing rich and relatable local content for parents and babies throughout Peninsula Malaysia and East Malaysia. Titled ‘We Got You Baby’, the ongoing initiative officially launched on 14 May, and now, a newly released film will be bolstering the campaign.

In partnership with Ogilvy Malaysia, the campaign aims to showcase Huggies’ support and its commitment to babies’ health in their daily ventures.

In a bid to depart from traditional advertising norms, the campaign portrays the reality of parenthood, highlighting the challenges faced by new parents in navigating the complexities of raising a child. The film captures the spirit of an unstoppable baby, eager to discover her world. In these situations, Huggies is depicted as the trusted companion, ensuring that the baby remains undeterred by wet and soggy diapers, allowing her to experience the world without limitations.

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“We wanted to create a campaign that would resonate with parents in Malaysia, where the abundance of information, societal pressures and perfect depiction of parenting can often overwhelm new parents," said Arvind Iyer, marketing director at Kimberly Clark, parent company of Huggies. He added that by providing an authentic and relatable portrayal of babyhood, Huggies aims to alleviate the stress and uncertainties that parents face in navigating this new journey.

Wit and storytelling were central to the process of creating this film, stated Ogilvy. Led by chief creative officer, Adrian Miller and creative director, Wendy Chiu, the team gunned to provide a refreshing and relatable perspective on parenthood. By doing so, the campaign “challenges the conventional portrayal of babyhood and reinforces Huggies’ dedication to providing exceptional care and support for both babies and parents,” Miller said.

According to a release to the press, the ‘We Got You Baby’ campaign is a testament to Ogilvy Malaysia’s ability to leverage its expertise in digital and shopper marketing to deliver results.

Alongside Huggies, Ogilvy Malaysia is also working with Costa Coffee.Earlier this year in February, Costa Coffee appointed the agency for brand and social media management, as well as campaign management. Through this appointment, Ogilvy Malaysia's main aim is to build more meaningful connections with Malaysian coffee drinkers.

Costa Coffee is building its brand equity in Malaysia along with expanding its footprint in the country. It has opened over 700 Costa smart cafés, which are self-serve machines, nationwide, along with 14 Costa Coffee stores in Klang Valley, KLIA and Langkawi airports with ambition to double its growth in 2023 across Malaysia.

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